Tokyo, March 10, 2022 - Seiyu Co., Ltd., Rakuten Group, Inc., Rakuten Payment, Inc., Rakuten Edy, Inc., and Rakuten Card Co., Ltd. will begin a full-scale rollout of a new collaborative program in all Seiyu, Livin and Sunny stores operated by Seiyu in April 2022. The program will make use of an Online Merges with Offline (OMO) strategy centered on Rakuten Points.
This program aims to promote enriched digital marketing in Seiyu stores and create an environment that allows users to enjoy convenient shopping at reasonable prices whenever they choose by eliminating barriers between online and offline shopping at brick-and-mortar stores. The aim is to establish a new customer base — while activating the current customer base — to make Seiyu a leading Japanese OMO retailer.
As part of this program, Rakuten Card will issue a new credit card with an original Seiyu design starting April 1. This will be a first-of-its-kind design collaboration for Rakuten Card with a supermarket retailer. Rakuten Edy e-money can also be added to this card, enabling customers to use Rakuten Edy for payment at all Seiyu and related stores. In addition, new functionality to offer in-store services will be added to the Rakuten Seiyu Netsuper app, which will also be newly launched as the Rakuten Seiyu app on April 26 (planned release date). This new app will combine the functionality of Rakuten Seiyu Netsuper, the Rakuten Points loyalty program and the smartphone payment service Rakuten Pay in one integrated format, and is designed for use both in-store and online through Netsuper. Additionally, it will be possible to use Rakuten Point Cards in all Seiyu Group stores starting April 26.