Rakuten Launches ID-POS Direct Mail Sampling Service

Tokyo, Japan - Rakuten Group Inc. and its subsidiary Rakuten Payment Inc. said Friday they had introduced a marketing service that uses offline retail purchase data to send physical product samples to targeted consumers.

The service, named Rakuten Payment DM ID-POS Postal Sampling, is based on purchase records collected through the Rakuten Point Card loyalty program at participating merchants.

According to the company, advertisers can use the data to identify consumers who have purchased specific products and mail them samples of competing or alternative items. 

The stated aim is to encourage brand switching.

The service integrates with RMP-Direct Message, an existing channel within Rakuten's marketing platform.

In addition to sample distribution, the service includes tools to conduct follow-up surveys on product perception and purchase intent, as well as to track subsequent purchasing behavior at Rakuten Point Card merchants in order to measure campaign outcomes.

Rakuten Payment stated that the service uses offline purchase data from merchants that have entered into specific agreements and consented to its use.

Rakuten Payment was established in 2019 and operates a range of financial technology and marketing services, including the Rakuten Pay and Rakuten Edy payment platforms.

The company stated that the new service is part of a broader effort to offer data-driven marketing products to corporate clients.