Docomo and Toshiba Tec Start Exploring Collaboration to Support Manufacturers and Retailers Using Purchasing Behavior Data

NTT Docomo (Docomo) and Toshiba Tec Corporation (Toshiba Tec) announced on May 28, 2026, that they have begun exploring a collaboration aimed at supporting manufacturers and retailers by utilizing purchasing behavior data.

By combining Docomo's marketing assets, including its base of over 100 million d Point Club members and its "docomo Sense" service, with Toshiba Tec's purchasing data and store operation insights from its POS systems, which hold over 50% market share in Japan, the companies aim to enhance marketing and store operations for manufacturers and retailers based on consumer purchasing behavior data. The companies intend to begin the collaboration within the fiscal year 2026.

■ Background

In Japan, shifts in consumer behavior and purchasing environments have necessitated the enhancement of marketing and store operations based on purchasing behavior data. However, manufacturers often face difficulties in acquiring and utilizing purchasing data at the appropriate time to conduct accurate effectiveness measurements for promotional campaigns. Similarly, retailers struggle with a lack of know-how and human resources for analyzing data accumulated both inside and outside their stores, hindering the effective utilization of retail media.

To address these issues, Docomo and Toshiba Tec have begun exploring a collaboration that integrates Docomo's customer attributes, payment data, and marketing solutions with Toshiba Tec's POS data and store operational expertise. This initiative aims to help manufacturers and retailers improve their marketing and store management based on consumer purchasing behavior.

■ Scope of Collaboration

The exploration will focus on large-scale data integration between Docomo's over 100 million d Point Club member base and Toshiba Tec's POS systems, which hold over 50% market share in Japan. The efforts will center on three main areas:

1. Building a marketing platform for real-time, unified utilization of consumer purchasing behavior data

Effective verification of manufacturers' promotional campaigns and improvement of retail store policies depend on the appropriate and rapid utilization of various purchasing data, including transaction details and consumer attributes. However, integrating this data is time-consuming and labor-intensive, making it difficult to combine data at the right time for effective verification or to implement store policies based on real-time insights.

In response, the companies will explore building a marketing platform that can integrate consumer purchasing data from Docomo's d Point Club members and "d Payment" service with Toshiba Tec's POS data in real-time. This platform will enable manufacturers and retailers to iterate PDCA cycles rapidly and enhance their promotional and store policies based on real-time, highly accurate verification.

2. Effective utilization of retail media by integrating d Point Club member data and purchasing data

The companies will examine more effective ways to utilize retail media, such as Toshiba Tec's "Pipit Self" mobile POS system and "Smart Receipt" service, by integrating them with Docomo's member and purchasing data. They will also explore leveraging Docomo's own media, including the d Point Club app and "d Payment" app.

Specifically, by utilizing consumer attributes and purchasing data, manufacturers will be able to provide personalized product information on retail media and design more effective promotional campaigns. Retailers will be able to provide more relevant information both inside and outside their stores more efficiently.

Furthermore, the companies will explore seamless customer communication from pre-visit to post-purchase by combining retail media across both in-store and out-of-store touchpoints. They aim to create an environment where manufacturers and retailers can manage retail media with reduced operational burdens while ensuring more effective communication with customers.