From Crowds to Customers: How Warabimochi Kamakura turned 1st time crowd to repeat customers

About Warabimochi Kamakura

Warabimochi Kamakura, a renowned brand with over 50 stores in Japan, has made a successful entry into Singapore, opening its first outlet at One Holland Village. Following the overwhelming success of this outlet, they launched a second outlet at Taste Orchard just 2 months later. Both locations have quickly become popular, often drawing long queues of eager customers waiting to enjoy their warabimochi and dessert drinks.

Warabimochi Kamakura signature 10-piece box and the long queue of customers outside the One Holland Village outlet.

Challenge: Sustaining Momentum After Initial Success

Despite the initial success of their first outlet launch, Dixon and Kenneth, the owners of Kamakura Warabimochi Singapore, were concerned about maintaining customer interest and business momentum. Instead of solely focusing on acquiring new customers, they aimed to re-engage their existing customer base, recognising that it is more cost-effective to retain loyal customers who also tend to generate higher revenue. Loyal customers are likely to spend more and act as brand advocates, further boosting revenue.

Solution: Collect Customer Profiles and Encourage Return Visits

To effectively engage existing customers, Warabimochi Kamakura needed a robust method for collecting customer data.

They successfully began gathering customer profiles by integrating Redeemables, a digital voucher system, with Oddle’s In-person Payment Terminals. A QR code was printed on the receipt from the Terminal after each purchase which directs customers to a promotion offering a free Warabimochi drink with the purchase of a 10-piece Warabimochi box on their next visit. To claim the promotion, customers first needed to enter their information.

To ensure an effective execution, staff informed each customer of the redeemable upon payment. This data collection strategy allowed Warabimochi Kamakura to track and re-engage high-intent customers who were more likely to revisit their store.

By scanning the QR code on the receipt, customers can claim a free Warabimochi treat on their next purchase

Results

• 6,000 claims in slightly over 2 months
• Out of which, 1/3 of customers returned for a second visit within 30 days

By implementing such a strategy, Dixon and Kenneth ensured that their business not only kept the existing customers coming back but also built a strong database of customer profiles for future engagement.

Creating Initial Excitement and Capturing Customer Profile

For their second outlet at Taste Orchard, Dixon and Kenneth applied their learnings to collect customer data and generate buzz around the new opening. They launched a three-day store opening promotion using Redeemables, advertised on a standee outside the store.

This initiative generated significant buzz and captured valuable customer profiles, providing insights for future marketing efforts and ensuring ongoing customer engagement.

Standee displaying the store opening promotion via a Redeemables QR code

Results

• Close to 1,500 new customer profiles gained in 3 days of campaign period
• High level of interest and foot traffic during the store opening

By effectively using Redeemables and promotional strategies, Warabimochi Kamakura ensured a strong start for their new outlet.

Looking Ahead: Capturing More Customer Profiles with Redeemables

Warabimochi Kamakura is already planning for sustained engagement following their successful use of Redeemables. With their 3rd outlet opening at Takashimaya in June 2024, they aim to utilise Redeemables to capture customer data and maintain excitement.

Discover how Oddle’s Redeemables can help you better identify and understand your customers. [ Book a free demo ].