V Point Marketing Adopts Agentforce Marketing to Achieve Personalized Marketing Across 130 Million Members

Salesforce Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and Chairman: Shinichi Koide; hereinafter "Salesforce") today announced that V Point Marketing Co., Ltd. (Headquarters: Yokohama, Kanagawa; hereinafter "V Point Marketing") has adopted Agentforce Marketing to enhance customer engagement and realize one-to-one marketing.

Background and Challenges:

V Point Marketing Co., Ltd. is a marketing company operating one of Japan's leading common point programs, "V Point." Following a capital and business alliance with the SMBC Group in January 2023, the company rebranded on April 1, 2026, entering a new phase. With an active membership base of 130 million and approximately 62 million annual active users (YAU), the company is leveraging its "B2B2C" model through partnerships with allied companies to transition toward One-to-One marketing, delivering personalized lifestyle and value propositions to each member.

However, a major challenge has been the secure and stable processing of large-scale daily data—such as purchase history and point fluctuations—while enabling timely individualized communication. This necessitated the construction of an IT infrastructure capable of leveraging vast data in real time to support advanced personalization.

Selection and Implementation Rationale:

After evaluating multiple marketing automation (MA) tools, the company selected Agentforce Marketing. It was chosen for its high processing performance and scalability, capable of integrating large datasets linked to 130 million members and supporting around 3 billion annual message deliveries. Additionally, its high-level security standards—critical to maintaining the trust that "V Points are safe and secure to use"—were highly valued.

Another key factor was the ability to build a flexible architecture that enables seamless, bidirectional data flow between the core system (DWH) and Agentforce Marketing, using only necessary datasets. This allows efficient and stable data utilization while meeting stringent IT requirements, establishing a robust operational foundation.

Implementation Scope:

Initially, the team had limited expertise in MA tool operations. However, through collaboration with partner companies and leveraging AI agents, V Point Marketing has now established an in-house, lean-team operational model.

Over approximately seven months, the company conducted a proof of concept (PoC), running mass broadcasts alongside scenario-based campaigns using Agentforce Marketing. About 30–40% of total messaging volume was gradually migrated, with effectiveness rigorously evaluated. The PoC began with two scenarios: onboarding new members and preventing churn. The company then expanded these campaigns through A/B testing, integrating V Rank (a service offering benefits based on member status) and combining promotions with coupons and campaigns.

During the PoC alone, 100–120 scenarios were designed and operated. Currently, a lean internal team manages over 50–100 active scenarios and more than 600 email contents. The company has also implemented real-time, personalized content display on the V Point app's My Page (where users view points and V Rank details), enabling a seamless customer experience—users receive tailored content the moment they launch the app, even without opening an email.

Results and Impact:

Personalized approaches have driven measurable improvements in app MAU. Communications tailored to individual users—linked to benefit updates and V Rank progress—achieved email open rates as high as 80%.

Comparisons between user groups receiving AI-driven MA campaigns and those who did not revealed up to a 20–30 percentage point difference in click-through rates in certain scenarios, demonstrating that precision in communication design—"when, to whom, and what to deliver"—directly impacts performance. Additionally, in-app personalization strategies guiding users to services where they can earn and use V Points more conveniently and beneficially have proven effective through optimized user pathways.

Future Outlook:

Looking ahead, the company aims to further enhance customer experience value across its app and website. It plans to advance personalization by delivering optimized screen displays tailored to each user’s interests, accumulated points, and membership rank.

As it continues to optimize over 100 scenarios and 600+ content pieces, AI integration is positioned as a key strategic focus. The company aims to build an operational model where AI generates draft scenarios, and human teams review and refine them—enabling rapid, continuous improvement cycles.

Customer Perspective:

Daisi Shimizu, Head of Value Growth Division at V Point Marketing Co., Ltd., stated: "With the adoption of Agentforce Marketing, we’ve established a lean in-house team capable of executing large-scale marketing initiatives. During the PoC, we designed and operated over 100 scenarios, laying the foundation for continuous optimization. Going forward, we aim to evolve toward a model where AI supports scenario creation and operations, while humans focus on strategic decision-making based on business and customer understanding. As tools become more advanced, human creativity and planning become even more critical. We will treat AI as a trusted partner in driving deeper value creation."

Salesforce Perspective:

Katsuyuki Watanabe, Senior Managing Executive Officer and Head of the Enterprise First Business Division, Retail, Media, Consumer & Business Services Sales Headquarters at Salesforce Japan, commented: "V Point Marketing, with its domestic membership base exceeding 130 million—one of Japan’s largest—is pursuing sophisticated marketing transformation through personalized communication. The adoption of Agentforce Marketing has not only modernized their annual messaging infrastructure at a scale of billions but also enabled a lean in-house operational model and achieved tangible results, such as an 80% email open rate. This is a prime example of next-generation marketing powered by data and AI. Salesforce will continue to support V Point Marketing in expanding V Point circulation and enhancing customer experience value through advanced data- and AI-driven marketing, walking alongside them toward Customer Success."

Additional Information:

For related articles on Agentforce Marketing, click here.

Download the V Point app here.