Makeman, a beloved local home improvement store, is moving forward with V POINT
Makeman is a home improvement store with nine stores in Okinawa Prefecture that will celebrate its 50th anniversary in 2025. (Updated October 17, 2025)
The reason why Makeman introduced the T-POINT service was due to feedback from customers and employees.
We introduced the common points service "T-POINT (now V POINT)" in 2018, but the truth is that there had been calls for its introduction both inside and outside the company for some time.
Mr. Nizaki: The company that operates our franchise stores, Ishigaki and Miyako, started introducing T-POINT around 2015. We have received positive feedback from our customers, and as a result, we have received requests from headquarters to consider introducing the system. When we actually conducted interviews within the company, we found that "T-POINT can be used at other familiar stores and are familiar to people. "I'd be happy if makeup artists could use it too. " We heard a lot of comments like this.
At the time, many companies, including FamilyMart, Yoshinoya, and Ryubo, which also operates in Okinawa, had already introduced T-POINT. There was growing hope within the company that T-POINT would increase the frequency of customer visits to the store. I remember that.
Until then, our company did not have a system in place that allowed customers to earn points after shopping, so I think the enjoyment and satisfaction that came with introducing it was a major benefit for customers. It has now been seven years since the system was introduced, and it has now become firmly established and an indispensable service for our customers.
50th anniversary of founding. Decided to introduce "V Kisekae" as a new challenge
V Kisekae is a digital service provided by CCC MK HOLDINGS that allows you to freely choose from a wide range of mobile V card designs and customize them to suit your preferences. Through the V POINT app, it is possible to naturally bring the worldview of the company's mascot and brand into the daily lives of V members.
Mr. Ganeko: Since our founding in 1975, we have strived to create stores that offer satisfying products and services, based on the philosophy of being "a lifestyle support company that offers fun and comfort to homes and lifestyles and lives that live up to the trust of our customers."This year marks our 50th anniversary, so we started preparing various projects early on.
There were moves to try new things that had never been done before, such as producing an image song, developing commemorative goods, and running a 5x V POINT campaign, and talk arose within the company about whether it would be possible to do something related to the anniversary in conjunction with V POINT.
50th Anniversary Site:https://Makeman .co.jp/50th-anniversary/
At that time, when President Takahashi of CCC MK HOLDINGS visited Okinawa, he suggested to us, "Why not use your company's original character, Makey-kun, who is very popular with customers, as the design for V Kisekae?"
I immediately said, "That sounds interesting."At the time, there was also an idea being raised within the company that "we want to make more use of Makey-kun," so the discussions progressed smoothly.
Mr. Ishikawa: At the conference where V POINT partner companies gathered, the management of CCC MK HOLDINGS spoke about their focus on V-Kisekae and new content, soIf we can come up with something together at this time, it will be a project worthy of the 50th anniversary. I felt that way. I think the appeal of V Kisekae is that it's not just a campaign, but that the brand is subtly integrated into the everyday lives of customers.
Mr. Ishikawa: The first design has been downloaded more times than we targeted. Although it hasn't been long since the second design was released, I feel it is spreading at a pretty good pace.
What's interesting is that we expected most of the users to be from within Okinawa Prefecture, but in factMany of the downloads are from outside the prefecture, with three-quarters of the total coming from areas outside Okinawa.
I would be happy if people felt that they could enjoy Makey without going to Okinawa, and I think it is an effective way to reach fans outside the prefecture who purchase merchandise.
Ganeko: In fact, when I showed the screen of my smartphone at a V POINT affiliated store, the clerk asked me, "What is this?" and it sparked a conversation. V Kisekae itself is a service that only started this year, so it is still early days for it to be recognized, The very act of creating a conversation with others like this is valuableI feel that way.
Makeman also plans to spread the word on social media through its official ambassadors. In this way, we hope to gradually increase user awareness and reach our fans.
In addition to the V Change, we have also been running a "5x V POINT Campaign on the third Wednesday of every month" since January this year. Previously, the maximum was two times, but by increasing it to five times, we have seen a visible change in customer behavior. More and more people are planning to purchase expensive items on this day, This is also clearly reflected in the numbers.
In addition, during each store's birthday celebration events, coupons will be issued to customers who visit, and a campaign is also underway where customers can earn double V POINT on purchases of 1,000 yen or more.
Continuing to evolve together with the local community
Mr. Nizaki: I feel that V POINT are a common point that is being worked on with many companies and is moving forward. The advantageous ways to use V POINT have attracted the attention of customers, so we hope to be able to offer even more flexible campaigns and services in the future.
I think points are also a tool that can provide customers with a sense of value and exclusivity. Now that we live in an age where "point activities" are commonplace, we believe that adding experiences and fun gimmicks that go beyond simply collecting points is both a challenge and a possibility for the future.
Additionally, the consulting team at CCC MK HOLDINGS has analyzed V POINT purchasing and behavioral data and provided us with numerous suggestions, but we believe there are still some areas where we have not been able to fully utilize that information in our initiatives. In the future, we would like to move into a phase where we actively utilize data analysis and apply it to sales promotion and product development.
After our 50th anniversary, it is time for us to move on to the next stage as a makeup artist.
While valuing the strengths of our physical stores, we hope to use the power of digital to deepen and make our connections with customers even more interesting.
