Chapter 8: How to Make the Most of Customer Data

The essence of OMO (Online Merges with Offline) is not simply about connecting channels, but about how customer data is utilized to enhance the in-store experience. Only when data—such as purchase history, search behavior, and visit frequency—is translated into store operations, merchandising, and customer engagement does OMO truly function as “experience design.”

This chapter examines how customer data is actually used in practice, based on examples from leading drugstore chains such as MatsukiyoCocokara & Co. and Tsuruha Holdings, as well as home improvement retailers like CAINZ and DCM Holdings.

1. MatsukiyoCocokara: From App Data to In-Store Customer Engagement

MatsukiyoCocokara leverages its app as a central platform for collecting and utilizing customer data. The app integrates multiple data points, including inventory searches, purchase history, coupons, loyalty points, and healthcare-related information.

These data are not used solely for marketing analysis but are actively applied to store operations. Products with high search frequency are highlighted in-store, and customers showing strong interest in specific categories may receive targeted assistance or recommendations from store staff.

By reflecting online behavior in in-store interactions, MatsukiyoCocokara enables a more informed and personalized customer experience, where staff can engage customers based on prior digital activity.

2. Tsuruha Holdings: Integrated Data Across Pharmaceuticals, Supplements, and Daily Goods

Tsuruha Holdings integrates data across multiple product categories, including prescription drugs, daily necessities, food, and health products. Its app consolidates prescription management, purchase history, coupons, and loyalty programs, allowing the company to capture a comprehensive view of customer lifestyles.

This integrated data is used to design store layouts and customer flow. For example, supplements and health-related products are placed near pharmacy sections to encourage combined purchases. The company also leverages prescription visits as an entry point for broader consumption across categories.

As a result, customer visit frequency and the number of product categories purchased per visit increase, reinforcing a “lifecycle-based” purchasing model.

3. Sundrug: Linking Inventory Search with In-Store Service

Sundrug utilizes app-based data such as inventory searches and coupon usage to improve both merchandising and customer service. Pre-visit inventory checks are treated as strong indicators of purchase intent.

Based on this data, stores prioritize product placement and enhance in-store promotion for high-interest items. In addition, store staff use customer data to tailor recommendations, ensuring that in-store interactions align with customer needs identified online.

This approach enables a seamless experience, where online and offline touchpoints are integrated into a consistent customer journey.

4. Cosmos Pharmaceutical: Regional Data-Driven OMO

Cosmos Pharmaceutical focuses on leveraging regional data, supported by its extensive store network. Online channels are used to distribute localized information, such as seasonal health trends and product availability, tailored to specific regions.

Stores then adjust inventory and merchandising based on this regional demand data. For example, products related to seasonal illnesses or health concerns are prominently displayed in relevant areas.

This approach emphasizes “local optimization,” where data is not applied uniformly nationwide but instead tailored to the needs of each community.

5. CAINZ: Leveraging Project-Based Purchase Data

In the home improvement sector, CAINZ represents a leading example of data-driven OMO. The company analyzes online search behavior and purchase data to support project-based consumption, particularly in DIY categories.

By identifying patterns in how customers search for related products, CAINZ develops bundled product proposals and optimized store layouts. In-store staff further enhance this by providing recommendations for additional materials and project guidance.

Here, customer data serves as a foundation for proposal-driven selling, rather than simple demand forecasting.

6. DCM Holdings: Data-Driven Store Layout Optimization

DCM Holdings integrates online search data with in-store sales data to optimize store layouts and product placement. High-demand product categories are reorganized within stores to improve accessibility and efficiency.

In categories such as DIY and disaster preparedness, frequently searched items are prioritized in merchandising strategies. Staff engagement is also guided by these data insights, enabling more targeted and effective customer interactions.

This demonstrates how data can influence not only marketing but also the fundamental structure of physical retail spaces.

7. Conclusion: The Fusion of Data and Customer Experience

Across both drugstore and home improvement retail, a common theme emerges: OMO is not just about channel integration, but about translating customer data into tangible improvements in the in-store experience.

In drugstores, customer data is used to design repeat purchase cycles and enhance everyday shopping convenience. In home improvement stores, it supports project-based purchasing through better planning, guidance, and product combinations.

Ultimately, the success of OMO depends not on data collection alone, but on how effectively that data is applied to:

• Customer service

• Inventory management

• Store layout

• Promotional strategies

Customer data becomes valuable only when it is transformed into actionable insights that enhance real-world shopping experiences. This integration of data and human interaction is what defines effective OMO in practice.

■ Drugstore Retail: Customer Data, Apps, and CRM

MatsukiyoCocokara & Co.Integrated Report 2024https://www.matsukiyococokara.com/sustainability/integrated_report/pdf/MC%26C_integrated_report_2024.pdf

→ Covers customer data platforms, app integration, loyalty programs, and LTV strategies

Tsuruha HoldingsCorporate Overview (Digital / App / Pharmacy Integration)https://www.tsuruha-hd.com/company/group/groupinfo/

Investor Relationshttps://www.tsuruha-hd.com/ir/

→ Explains integration of prescription data, retail data, and customer engagement

SundrugIntegrated Report 2024https://www.sundrug.co.jp/wp-content/uploads/統合報告書2024.pdf

App Announcementhttps://www.sundrug.co.jp/news/post-9452

→ Details digital transformation, customer data usage, and app-based engagement

Cosmos PharmaceuticalOfficial Websitehttps://www.cosmospc.co.jp/

Investor Relationshttps://www.cosmospc.co.jp/ir/

CSR Reporthttps://www.cosmospc.co.jp/re_img/pdf/csr_report2025.pdf

→ Includes regional retail strategy, store operations, and health-related data usage

■ Home Improvement Retail: Data Utilization and OMO

CAINZOfficial Websitehttps://www.cainz.co.jp/

→ DIY-focused retail model, data-driven merchandising, and lifestyle proposals

DCM HoldingsIntegrated Reportshttps://www.dcm-hldgs.co.jp/ir/library/integratedreport.html

→ Covers customer data utilization, private brand strategy, and store optimization

■ OMO, Customer Data, and Market Context

Ministry of Economy, Trade and Industry (METI)E-Commerce Market Surveyhttps://www.meti.go.jp/statistics/tyo/tyoukei/result-2.html

→ Provides data on EC penetration and consumer behavior trends

Dentsu DigitalData-Driven Marketing and Customer Experiencehttps://www.dentsudigital.co.jp/knowledge-charge/articles/data-driven-marketing/

→ Explains how customer data enhances CX (Customer Experience)

MD NEXT (Retail & DX Media)https://md-next.jp/

→ Covers LTV, retail DX, and real-world data utilization cases