Yuko Okada: New Relationships Between Companies and Customers Connected by "Points" — Point Strategies in the Age of Engagement

The culmination of my practical work and research was published last year as "Point Service 3.0: Point Strategies in the Age of Engagement" (Chuokeizai-sha). Points, which were once perceived as a "symbol of a good deal," have now evolved into "engagement"—a strategic asset for building connections and empathy between companies and customers that is attracting attention in the marketing world.

I have organized this evolution into three stages (Figure 1).

The characteristic of 3.0 is that it evaluates and visualizes actions other than purchasing—such as sharing, reviews, and participation—to enrich the relationship between companies and consumers. Points are no longer just "discounts" but are becoming a means of "motivation" to foster empathy and trust.

There are two main benefits for companies.

The first is the "creation of continuous touchpoints." By utilizing insights from behavioral economics, such as prospect theory and mental accounting (the "secret savings" theory), points create a natural motivation to "want to come back." Instead of using them immediately, saving and then using them provides psychological satisfaction and leads to improved customer loyalty.

The second is "value as a data asset." Information obtained from purchase and behavioral history becomes the foundation for DX, enabling personalized proposals, product improvements, and enhanced quality of the customer experience.

However, if a system is started with ambiguous objectives, there is a risk it will end up as a mere cost. Caution is required because immediate-discount-type mechanisms do not lead to relationship building and may cause system fatigue.

In recent years, attention has been growing not only for common point economic zones but also for "in-house group common points" built independently by major companies. For example, JR East has integrated JRE POINT across railways, commercial facilities, and e-commerce to visualize customer touchpoints and maximize LTV (Life Time Value). This is not just sales promotion, but the co-creation of group value.

Additionally, Ajinomoto is using "AJINOMOTO ID" to strengthen continuous home purchases and recipe suggestions through purchase-proof points. Meiji is also using "Meiji ID" to accumulate points starting from purchase receipts, aiming to provide health-oriented information and cultivate fans.

Both are moves to strategize customer base formation and data utilization across the entire group, transcending individual brand boundaries. Points are positioned at the core of corporate management as a design device for "relationships" and "circulation."

In the coming era, the question for companies is not "how to sell," but "how to continue building relationships." Point services can be called an effective "connection design method" that responds to that question.

The use of points linked to corporate philosophy and social value is also a symbolic trend in the age of engagement.

I believe that points can be an engine for solving social issues, not just limited to corporate activities. By granting points to people who participate in various regional or social issues and allowing them to be exchanged for things like the right to be certified as a volunteer leader, we can promote continuous participation and circulation. For example, it is a mechanism to visualize empathy through spiritual value, where points are earned through local cleaning activities and exchanged for badges or titles.

I believe that points can be an engine for solving social issues, not just limited to corporate activities. By granting points to people who participate in various regional or social issues and allowing them to be exchanged for things like the right to be certified as a volunteer leader, we can promote continuous participation and circulation. For example, it is a mechanism to visualize empathy through spiritual value, where points are earned through local cleaning activities and exchanged for badges or titles.