CRM and e-Commerce Innovations at J&J (Japan)

MyAcuvue CRM program to stem declining market share

To counter decreasing market share and an older population aging out of the category, and to proactively differentiate ourselves within a more competitive landscape, we launched the MyAcuvue Mobile CRM program in Japan in 2011.

As of 2014, MyAcuvue is the only such program of its kind in Japan and scores as one of the principle drivers of brand affinity, with more than 700K registered consumers and more than 1,600 ECPs on the platform (about 40% penetration). Overall, MyAcuvue users purchase approximately 15% more than non-MyAcuvue users and drive same-store sales and retention for our professional audience. MyAcuvue is a rare CRM program that is built mobile-first and actually thinks deeply about the consumer value exchange – offering more substantial benefits than your typical email based program.

Direct to consumer e-Commerce

I led the regional and enterprise sharing of best practices of this and other CRM/mobile programs at J&J and was also the marketing lead for the first direct-to-consumer e-commerce platform in JNJ’s history (Japan lead market).