Marui's Official App Introduces New 'Health-Driven Purchasing' Feature! — SIRU+ Integration Transforms Retail Apps into a 'Behavior Change' Platform

Sirutasu Inc. (Headquarters: Minato-ku, Tokyo; CEO: Kazuki Ohara; hereinafter 'Sirutasu'), which operates the healthcare platform 'SIRU+' under the concept of 'effortless healthcare' to promote behavioral change in diet and health through purchase data, has begun providing SIRU+ functionality on the official Marui app operated by Marui Co., Ltd. (Headquarters: Tsuyama, Okayama; CEO: Kazuya Matsuda; hereinafter 'Marui'). This collaboration marks the first case of directly integrating SIRU+'s nutrition analysis and recommendation features into a retail-exclusive smartphone app via a WebView format.

- Deepening Collaboration and Expansion to All 26 Stores

Sirutasu and Marui began purchase data integration on February 1, 2024, automatically registering purchased groceries from seven Marui stores in Tsuyama City and Esumato Kawabe Store into 'SIRU+'. This enabled users to visualize their nutritional status through daily shopping. Now, SIRU+ functionality has been newly implemented within the Marui official app, and the collaboration has expanded to all 26 Marui stores (including Esumato Kawabe Store), allowing more customers to access the service.

- Background of SIRU+ Feature Integration

In recent years, retail apps are expected to serve not only as coupon and payment tools but also as 'media' that create continuous customer engagement. At the same time, as health awareness rises, 'what people buy' directly impacts quality of life, increasing the need for new value propositions leveraging purchase data.

This initiative builds a system that gently raises health awareness starting from the daily act of 'shopping.' Through the app, Marui delivers new value that aligns with customers' everyday lives.

- Upgrading 'Shopping' into 'Healthy Behavior' via SIRU+ Integration

With SIRU+ integration, daily food purchase data is automatically recorded and analyzed, transforming shopping behavior into visible 'nutritional information.' Based on purchased items, the app analyzes nutritional balance and recommends products that address potential nutrient deficiencies. Furthermore, rewards (miles) are earned for purchasing recommended items, seamlessly integrating health-conscious choices into everyday shopping routines.

<What You Can Do with SIRU+ Integration>

- Automatic Purchase Data Sync

Purchase data from Marui stores is automatically reflected in the app. Users can review their shopping history without the hassle of scanning receipts.

- Converting Purchase Data into 'Nutritional Data'

Purchased food items are converted into nutrients using proprietary algorithms. Users can instantly see the nutritional balance of their shopping basket.

- Food Recommendations Based on Nutrient Deficiencies

The app suggests optimal food items tailored to each user's nutritional gaps, helping them replenish missing nutrients.

- Incentive Design to Drive Behavioral Change

Rewards (miles) are granted for purchasing recommended products, encouraging continued engagement. Accumulated miles can be exchanged for Marui's exclusive 'Mam Heart Card Points,' creating a virtuous cycle between shopping and health.

- Value for Retailers

This feature converts daily purchase data into nutritional insights, enabling personalized product recommendations based on each customer's health and nutritional tendencies. As a result, retail apps evolve beyond traditional 'coupon and promotional functions' to take on a new role: supporting healthy behaviors.

- Enhancing Loyalty Through App 'Daily Use'

By focusing on health—a deeply personal and everyday topic—the app creates regular touchpoints that encourage repeat visits and purchases.

- Creating 'Purpose-Driven Purchasing'

Nutrition-based recommendations foster 'purposeful buying' that does not rely solely on price incentives.

- Advanced Customer Understanding

By leveraging nutritional and health preference data, retailers can implement more precise CRM and promotional strategies.

- Speed and Flexibility in Implementation

Delivered via WebView, this integration allows rapid feature expansion without requiring major modifications to existing apps.

- Future Outlook

Sirutasu aims to transform daily purchase data into 'health value' and realize a society where people naturally become healthier through everyday shopping. Building on this collaboration with Marui, the company will expand partnerships with supermarkets and drugstores to build new infrastructure that supports healthy behaviors in daily life.