Results

Pincher Japan's online store is run by Twenty Company, with CEO Izumi Watanabe also active as a public figure. Their philosophy centers on sincerity—cutting unnecessary costs and offering reliable, high-quality beauty products at fair prices. They aim to deliver the true value of beauty with honesty at the core.

They also operate a physical salon, which is known to be very popular —earning an average rating of 5.0 on Hot Pepper Beauty.

Pincher Japan’s online store is designed with simplicity and clarity, displaying a pop-up message about point usage as soon as a user lands on the site. The top banner and navigation bar also highlight how points work, making it easy for customers to understand the benefits of points from the very beginning. This multi-layered visibility ensures customers always know how to engage with the loyalty system.

Initially looking for an app to host point-based promotions, Pincher Japan evaluated several options. They ultimately chose easyPoints because it was the most intuitive and easy to use.

Another key factor was that easyPoints allowed integration with their physical salon's point system—a huge plus for customers who also visit the brick-and-mortar location. Unlike other apps that lacked Japanese support or had confusing interfaces, easyPoints proved to be clear and accessible. Even with limited PC experience, the team was able to use it confidently thanks to the responsive and helpful support.

One of the most impactful features for Pincher Japan has been the Campaign feature in easyPoints. By offering 2% bonus points during campaigns, they’ve seen average sales increase by about 70% compared to non-campaign periods.

They carefully time their campaigns for maximum effectiveness. For example, they run a recurring event called "O-Hada Kyukkyu Day" ("Squeaky Clean Skin Day") on the 9th of each month—a play on words in Japanese.

Example of a banner used for advertising the campaign in their store

They also hold seasonal campaigns during anniversaries and holidays like New Year’s. Every campaign is supported by email announcements and social media posts, ensuring visibility and reinforcing brand awareness.

When Pincher Japan first started using easyPoints, only a few loyalty apps offered campaign functionality. By leveraging this unique feature, they’ve achieved clear, measurable results.

On a user’s first visit, the site shows a message encouraging account registration to use points, helping drive sign-ups. While the pop-up uses another app, it integrates seamlessly with the overall loyalty strategy.

n addition to pop-ups, they’ve included a dedicated "POINT" section in the site menu. This page explains the point system in detail—from standard redemption rates to member ranks and ongoing promotions—all written in a way that excites and engages visitors, ultimately encouraging customers to sign up.

Pincher Japan provides novelty gifts to high-spending tiered customers, such as paperweights or mirrors and have received positive feedback. This is an effective strategy outside of the feature of easyPoints. They also try to develop products aimed at the customer base to ensure majority of the customers can look forward to new products. These strategies are very subtle but effective and can lead to higher customer satisfaction.

With easyPoints, Pincher Japan has set the regular point rule to 2% which is considered higher than the average, and try to make the customers feel rewarded.

Pincher Japan is very satisfied with the results so far. One feature they’d love to see next is the ability to automate recurring campaigns (e.g., every month on the 9th). Currently, they set each campaign manually, so a scheduling function would reduce workload and help customers remember regular promotions more easily.