THE WHAT? Shiseido has been selected as one of the stocks in the COVID Response (Customer Care) category within the Digital Transformation Stocks (DX Stocks) 2021 program.
THE DETAILS Jointly run by the Ministry of Economy, Trade and Industry (METI) and the Tokyo Stock Exchange (TSE), the program selects TSE-listed companies, by industrial category, which have established internal systems for promoting DX.
According to Shiseido, its an approach that “contributes to improving corporate value, and which have achieved outstanding digital utilization, and introduces these companies to investors as “DX Stocks.”
The COVID Response (Customer Care) category is said to recognise companies that have, in response to external changes bought on by COVID-19, established contact with customers following the provision of products and services.
THE WHY? Shiseido has undertaken various initiatives to respond to consumer needs and purchasing behaviour throughout the pandemic.
The company states these include, “new forms of purchasing experience leveraging digital technologies, contactless beauty counseling, and product development capturing shifts in consumer awareness.
“These are exemplified by Shiseido’s first omnichannel collaboration with business partners in the form of live commerce events, real-time communication with beauty consultants via video chatting on social media followed by product purchases, and first-in-Japan online counseling with virtual makeup try-on powered by advanced facial recognition and AI technologies.”