unerry and Payke Partner to Enhance Inbound Marketing with End-to-End Location and Purchase Data Analysis

unerry Inc. and Payke Inc. will collaborate to strengthen marketing initiatives in the inbound tourism market.

By integrating unerry's "Beacon Bank SDK"—a development tool that enables the acquisition and utilization of smartphone location data—into the Payke app, which is used by over 5.5 million foreign tourists visiting Japan, the companies will realize highly accurate behavioral analysis, app push notifications, and effectiveness measurement using GPS and beacon technologies.

The collaboration aims to support effective marketing measures for companies and organizations targeting the inbound market, such as retail and distribution companies, local governments, and manufacturers. At the same time, it strives to make the experience in Japan more enjoyable and convenient for foreign tourists by delivering necessary information at the right time during their travels.

Background of the Collaboration

In 2025, the number of foreign visitors to Japan reached a record high of over 42.68 million, with inbound tourist consumption totaling 9.4559 trillion yen. As the inbound market continues to grow as an export industry second only to automobiles in scale, there are increasing demands for research and marketing targeting foreign tourists.

Since June 2024, unerry has provided "Beacon Bank for Inbound," conducting granular visit tracking (at the store, station, and street level), area stay and circulation trend analysis, and data-driven ad delivery and measurement for tourists from over 20 countries. By leveraging big data on human flow, unerry is widely supported by companies and local governments as a partner in advancing inbound marketing.

Payke, on the other hand, has supported the shopping experiences of foreign tourists through the operation of its app "Payke," which displays comprehensive product information in seven languages simply by scanning a product's barcode. Building on a strong customer base, Payke offers B2B services including ad delivery, surveys, and analytical services that combine domestic travel data of tourists with their product interest data, deepening customer understanding in the inbound market.

By collaborating, these two indispensable players in Japan's inbound marketing landscape will provide marketing solutions that leverage the strengths of both human flow data and tourist touchpoints.

What the Collaboration Will Achieve

1. Improved Analysis Accuracy through Expanded Tourist Flow Data
By linking data from the Payke app to unerry's real-world behavior data platform "Beacon Bank," more diverse behavioral data of foreign tourists will be accumulated. This improves the accuracy of analysis regarding travel routes by nationality, visited areas, and facility-level visits.

2. Realization of App Push Notifications via the Payke App
Through the Payke app, with its cumulative total of over 5.5 million downloads, it becomes possible to deliver timely, location-based app push notifications to foreign tourists. Information on stores and tourist spots can be delivered at the optimal time in the appropriate language corresponding to the user's nationality.

3. Measurement and Insight Extraction of Delivery Campaigns
After delivering a push notification via the Payke app, actual store or facility visits can be measured. Beyond measuring visits driven by push notifications, the solution leverages Payke's features to visualize the entire process end-to-end, down to "whether the user who visited the store actually scanned (interacted with) the product in-store." Furthermore, by conducting in-app surveys for Payke users simultaneously, qualitative insights such as "why they became interested in the product" can be acquired. This enables verification of inbound promotional effectiveness and continuous campaign improvement through a PDCA cycle.

Case Study: App Push Notification by unerry x Payke for Kao Group Customer Marketing Co., Ltd.
A product scanning campaign at stores carrying Kao products was conducted using the Payke app for tourists mid-journey. Push ads were delivered to smartphones in various languages (English, Traditional Chinese, Simplified Chinese, Korean, Thai, Vietnamese). As a result, the campaign achieved a 3.5% visit rate to target stores among those exposed to the ads.

Representatives' Comments

Kenichiro Hirai, Media Services Manager, unerry Inc.:
"The inbound market is one of the few growing markets where tourist numbers continue to hit record highs. However, effective marketing methods for inbound tourists have been limited, and measuring the effect on store visits and purchases has been a major challenge. Through this collaboration with Payke, via an app supported by over 5.5 million tourists, we can deliver information at the right time and measure its impact. We believe this will enable retail, distribution, local governments, and manufacturers to deploy more data-driven inbound marketing. We will realize a service that achieves both advanced marketing and enhanced tourist experiences."

Keisuke Furuta, Representative Director and CEO, Payke Inc.:
"Payke has accumulated data on the exact 'moment a foreign tourist picks up a product'—who, when, where, and what they were interested in. This purchase touchpoint data was an area difficult to visualize in inbound marketing until now. By collaborating with unerry's human flow big data, we realize an end-to-end marketing solution that connects the tourists' 'movement' with their 'purchase touchpoints'. Capturing the continuous behavior of visiting sights, entering stores, and picking up products as data to deliver necessary info at the right time will not only improve corporate marketing accuracy but also enrich the shopping experience for foreign tourists."