Japan is a market ripe for mobile commerce, as evident by the mobile and desktop monthly search volume. Mobile devices are responsible for 64% of brand term searches in Japan, according to L2’s soon-to-be-released Digital IQ Index: Japan and Korea Luxury.
Uniqlo – the most searched-for brand in the Japan Luxury Index – is taking steps to get mobile shoppers to interact more with its app and mobile site. One of the initiatives – featured as a Flash of Genius in the study – is a mobile “line up” called Lucky Line. Users can virtually line up for store openings by scanning QR codes, which enter them into a sweepstakes with coupons and prizes. To encourage its app, Uniqlo increased winning chances for those who stood in the virtual line through the app. By the time the Osaka store opened in October, 350,000 people had joined Lucky Line.