Mobion is a loyalty-driven CRM ecosystem that helped leading F&B and retail chains turn fragmented visits into lasting customer habits through gamified mobile engagement.
- Client Type: Multi-chain F&B and Retail Conglomerates and Internal Project
- Sector: F&B Customers / Retail Tech / Loyalty and SNS Ecosystems
The Challenge
In the mobile-first era, major F&B and retail brands like AEON, Daiso, 7&i Holdings, and Lotteria faced a common challenge: How do you drive repeat visits across chain stores when customer loyalty is fragmented and short-term?
With no customer lifetime value model or insight into customer return behavior, these brands were met with ineffective loyalty campaigns and missed opportunities to upsell. They needed an affordable CRM solution that could go beyond transactions—one that connected digital behavior with physical store visits. With the internet integration with mobile, it was also a new integration system that these conglomerates needed to adapt.
Mobion – The Initial Solution for Brands
Mobion’s CRM Solution was deployed across multiple store chains, enabling brands to:
- Sign up users through in-store devices and apps
- Track customer visit frequency and spending habits via Recency, Frequency, Monetary Value (RFM) modeling
- Distribute tailored coupons and rewards to encourage repeat visits
- Allow users to earn and redeem rewards across different stores in the chain
Achieved KPI:
- Implemented the solution to 250 partner companies and 40,000 store locations
- 1 new customer visiting each chain store daily
Expanding into B2C: From CRM to a Loyalty Ecosystem
To deepen user retention and increase brand value, Mobion expanded beyond transactional CRM into a full B2C platform—the Mobion SNS ecosystem—built around entertainment, rewards, and social discovery. By quickly adapting to the rise of smartphones and developing across iOS, Android, Blackberry OS, and Windows Phone, Mobion positioned itself at the forefront of mobile engagement.
Layered in personalized content and gamified experiences, the platform transformed one-time coupon users into engaged daily users, generating richer behavioral data and creating a self-sustaining feedback loop that strengthened both user habits and brand loyalty.
The Feedback Loop: B2B2C → B2C, End-Customers become Users, Users become End-Customers
Mobion’s Internal Product Suite Includes
Mobion Food Navi
Personalized food ranking and location-based recommendations, enhancing food discovery. Users can post images of the photos, review restaurants, comment on reviews, and discover available coupons for stores.
Mobion Share
Mobion’s very own social messaging app, where users can share images and videos, be a part of the groupchats, sync across devices, and search chat history.
Mobion Music
A top-ranked multilingual music discovery app that increases daily app opens and listening hours. The application has the capability to identify music, display lyrics, and provide detailed information on songs and artists.
Mobion Music’s Key Achievements:
- Surpassed 1 million downloads, with 660,000 in the first 5 months
- Ranked in the App Store’s Top 10 within two weeks of launch
- Accessed a catalog of 110,000 Japanese songs, with 500 new songs added weekly
Dream Town
Mobion’s in-app game, Dream Town, is a location-based simulation where players create and develop their own shopping district by building establishments like stores and schools. The game recently featured a limited-time collaboration with Nakau, the Japanese fast-food chain.
All powered by mobile apps, gamification, and even avatar-based CRM integrations.
The Impact
Mobion achieved strong results across user growth and client adoption:
- Over 11 million users in Japan
- Pioneered O2O (Offline to Online and vice versa) model within Japan
- A full-loop loyalty design that integrates offline customer behavior with digital identity
Conclusion
Mobion’s success lies in its ability to seamlessly merge CRM functionality with a B2C platform—transforming transactional loyalty into a tailored digital experience and promoting user generated content. By bridging offline and online interactions through personalized incentives, entertainment, and data-driven strategy, Mobion has created a scalable model for customer retention that benefits both brands and end users.
