"Tabechare" Experiential Promotion for "Purchase + Cooking" Contributes to Food Manufacturers' LTV Improvement and Fan Engagement

Kurashiru, Inc. (Headquarters: Tokyo, Representative Director: Yusuke Horie, hereinafter "the Company") is pleased to announce that its experiential promotion function "Tabechare" for food and seasoning manufacturers, operated by the money-saving app "Resichare," has been proven effective in improving repeat purchase rates and LTV (Customer Lifetime Value) through the results of multiple implemented projects. Notably, the repeat purchase effect has been validated not only by user intentions from surveys but also by actual receipt purchase data.

Background: How to Overcome "Buy Once and Done"

In the food and seasoning market, the challenge of "buy once and done" or "unable to finish using" products, where purchases do not lead to continued use, is a common problem faced by many manufacturers. We recognize that increasing the repeat purchase rate of existing customers and improving LTV are crucial factors for brand growth. By combining recipe videos with the money-saving app "Resichare," Kurashiru believes it can design a "buy → make → buy again" cycle within consumers' natural behavior, and has been working on the development and provision of "Tabechare."

About "Resichare" and "Tabechare"

Resichare is a rewarding money-saving app where you can earn points incidentally in your daily life. By photographing and posting receipts for purchased eligible products, you receive points for each item, which can be exchanged for various benefits such as points from other companies, digital gifts, and electronic money.

Tabechare is a function within the Resichare app that allows users to earn even more points by making specified recipes using purchased eligible products and posting photos of their dishes. Through the "buy → make → post" experience, it offers a "slightly rewarding and positive experience" where users can discover new ways to use products while also saving money.

Verification Results and Details

In multiple implemented projects, the following three effects were confirmed. Of these, 2 is data on actual purchasing behavior based on receipts, supporting the users' self-reported intentions (1 and 3) from the aspect of actual purchases.

Verification 1: Post-event Survey - Maximum 72.9% Re-cooking Rate, Maximum 56.3% Re-purchase Rate

In a post-event survey targeting Tabechare participants, the intention to re-cook reached 65.8% to 72.9%, and the intention to re-purchase reached 51.8% to 56.3%.

Verification 2 Receipt Analysis (Actual Purchases): Repeat Purchase Rate Up to 2.2x Higher for Both Participants

Using the receipt posting function "Nandemo Receipt" within the Resichare app, we compared the actual purchase repeat rates across three categories: (1) neither participated, (2) Resichare only participated, and (3) both participated. As a result, users who participated in both Resichare and Tabechare showed a purchase repeat rate up to 2.2 times higher compared to users who participated in neither.

* "Nandemo Receipt": Refers to receipts uploaded to the Resichare app. The number of product appearances on Nandemo Receipt was obtained for one month before and one month after the Resichare/Tabechare listing, and compared across the three categories.

Verification 3 Improvement in Continued Purchase Intention: +7.5 to +8.1 pts

Users who participated in Tabechare showed a higher tendency for continued purchase intention compared to users who participated only in Resichare. The increase in continued purchase intention was +7.5 to +8.1 pts across multiple projects.

Two Strengths of Tabechare

Strength 1 Contribution to LTV Improvement and Brand Fan Engagement

Users who participate in Tabechare have a higher intention to continue purchasing products compared to those who only participate in Resichare, directly leading to improved LTV and brand fan engagement. An increase of +7.5 to +8.1 pts in continued purchase intention has been confirmed in multiple projects.

Strength 2 Collection of Cooking and Consumption Insights

In addition to visualizing the cooking conversion rate, valuable insight data from purchase to cooking and consumption can be collected. This information will be provided to food and seasoning manufacturers for use in product development, brand strategy, and recipe proposals.

Inquiries Regarding Tabechare Implementation

For inquiries regarding the implementation of "Tabechare" as a sales promotion and repeat measure for food and seasoning manufacturers, please contact us via the following.

Tabechare Implementation Consultation Desk: [email protected]

"Resichare" Service Site: https://about.rewards.kurashiru.com/

Company Profile

Company Name: Kurashiru, Inc.

Representative Director and President: Yusuke Horie

Established: April 2014

Location: msb Tamachi Tamachi Station Tower N 23F, 3-1-1 Shibaura, Minato-ku, Tokyo 108-0023

https://kurashiru.co.jp/

Contact for Inquiries Regarding This Matter

Kurashiru, Inc. Public Relations E-mail: [email protected]