About the Efforts toward the Provision of a New Consumption Style via au Smart Pass by Isetan Mitsukoshi, Origami, and KDDI

  • Isetan Mitsukoshi Holdings Ltd.
  • Origami Inc.

October 24,2013

Isetan Mitsukoshi Holdings Ltd. (Headquarters: Shinjuku-ku, Tokyo; President: Hiroshi Ohnishi), Origami Inc. (Headquarters: Minato-ku, Tokyo; CEO: Yoshiki Yasui), and KDDI Corporation (Headquarters: Chiyoda-ku, Tokyo; President: Takashi Tanaka) will begin the proposal of a new consumption style to au Smart Pass member customers on October 30, 2013.
Based on its slogan "Always Creating a Quality, Novel Lifestyle," Isetan Mitsukoshi offers the best hospitality with inspirational commodities and services for the body and mind for customers who wish to live out who they are and build a rich life. Origami offers a next-generation e-commerce platform, redefining commerce with its innovative service and drawing a future of personal consumption. KDDI provides the au Smart Pass with the aim of forging stronger connections between smartphones and real life based on the "Smart Relations Concept." au Smart Pass has more than 8 million users as of today [1]. In April 2013, KDDI invested in Origami through the KDDI Open Innovation Fund and inaugurated the business partnership.

Now, targeting au Smart Pass members, KDDI is developing a combination of Origami's next-generation e-commerce platform and Isetan Mitsukoshi's quality fashion-related information and products. This undertaking will actualize the creation of an omni-channel that establishes numerous contact points with customers in both online systems and shops and other real-life domains and propose a new consumption style. Specifically, special Isetan products will be available as member-limited offers via au Smart Pass in the categories of fashion, beauty & cosmetics, food & confectionary, and furniture & interior decor. In addition to online EC, special deals will be provided in regular retail locations―by checking in to Isetan stores on Origami, customers will be able to access special gifts and shopping tours that include premium parties. Both of these developments will offer an unprecedented special experience by bringing the Internet and real world closer together.

As our first attempt, a lucky event will be held starting on October 30th at the Isetan Anniversary Festival "THE IVY STYLE EXHIBITION BY F.I.T.," which is one of the largest events organized by Isetan, in which au Smart Pass members can experience the IVY STYLE both on the Internet and in reality. To give a few examples, every au Smart Pass member customer who checks in to the Isetan Shinjuku store via Origami during the campaign and answers a questionnaire will receive a Black Watch or Tartan Check Be@rbrick, and by following Origami's Isetan account, two pairs of people can win a trip to New York to experience IVY.
The three companies together will propose a uniquely premium shopping experience in which au Smart Pass members can get front-line fashion over the Internet and at real locales.

1. First campaign project

Isetan Anniversary Festival "THE IVY STYLE EXHIBITION BY F.I.T" project

  • Retail location campaign
    • Every customer who checks in to Isetan via Origami and answer the questionnaire receives a Black Watch or Tartan Check Be@rbrick.
    • Out of the customers who checked in to Isetan Shinjuku store via Origami, 125 will win a Isetan gift certificate worth 2,000 yen.
  • Online campaign
    • Everyone who follows Isetan on Origami will receive 100 au points.
    • Additionally, two pairs of eligible people can win a trip to New York to experience IVY.

2. Service start date

October 30, 2013

3. Fee

Origami service fee: Free
Monthly information fee for au Smart Pass: ¥390 (tax included)

  • Free for 30 days from the first registration date

4. Applicable models

  • Models supporting au Smart Pass
    au smartphones [2], au Android (TM) tablets [3]
  • Models supporting Origami
    Android (TM) 4.0 or later, iOS 6.0 or later

5. How to access

  • Origami: Search for "Origami" on AppStore or GooglePlay
  • au Smart Pass URL: Open link in a new windowhttp://auone.jp/ (in Japanese only)
  • [1]
    As of the end of September 2013
  • [2]
    Excluding IS01, Windows (R) Phone IS12T
  • [3]
    Excluding SMT-i9100
  • Android is a trademark or registered trademark of Google Inc.
  • The names of companies, products, and services in this document are the trademarks or registered trademarks of the respective companies.

  • The information contained in the news releases is current at the time of publication. Products, service fees,service content and specifications, contact information, and other details are subject to change without notice.