Shoppers become advertising assets for FamilyMart

FamilyMart is recasting itself as a data-rich media network, not just a convenience store chain. FamilyMart now has access to purchase data from 23 million daily shoppers, plus a further 30 million IDs from its data partners. It aims to almost triple digital advertising revenues to JPY 40 billion by FY2030, leveraging its FamiPay app and in-store FamilyMart Vision (FMV) screens – already in more than 11,000 stores. 70% of advertisers promote products not even sold in-store, a sign, the retailer says, that retail media might even mature into a rival to television for reaching young, urban Japanese people.