Project Case Studies

H2O Retailing Corporation (H2O), a major retail group operating department stores and supermarkets, has defined the "Communication Retailer" as its core business model in its long-term corporate vision. To establish this model, the company is integrating digital technologies with its physical stores and services to enable direct communication with individual customers. By leveraging the resulting data to create customer-centric markets, H2O aims to maximize customer lifetime value (LTV) and expand its "Customer Service Business."

As the first initiative within this Customer Service Business, H2O launched "Machi-Uma," a food-related service, in 2023. Starting with a pilot in Takatsuki City, Osaka Prefecture, the service has steadily gained traction as a community-based app, reaching approximately 100,000 members as of September 2025. For its second initiative, H2O introduced "Machi-Ken," a health management service. This began with health check events in May 2025, followed by the release of a dedicated app in February 2026. SIGMAXYZ has supported H2O since the conceptualization phase of "Machi-Uma." For "Machi-Ken," we have provided end-to-end support—from initial concept design and proof of concept (PoC) to commercialization and business expansion.  

While "health" is a crucial theme for consumers, individual interest levels vary significantly, making it difficult for traditional one-way information delivery to reach those less engaged in their health. To address this, H2O leveraged its strength in physical customer touchpoints cultivated through its retail business. Under the concept of "making health fun," the company sought to integrate health awareness into everyday life as a natural extension of daily routines. By incorporating customer feedback and delivering engaging content, H2O aims to trigger meaningful behavioral changes.  

"Machi-Ken" is a health management service that encourages individual health-conscious behaviors through a hybrid approach combining digital technology and physical engagement. As part of the service, H2O hosts "Machikado Health Festivals"—health check events held at physical locations within consumers' daily routines, such as commercial facilities. These events offer local residents a casual opportunity to assess their physical well-being. Beyond health checks, the events also provide support for booking medical examinations in collaboration with local municipalities, creating a framework that translates awareness into action. Furthermore, by registering for the "Machi-Ken" app, users can track their health check results and earn points redeemable for gifts or donations. This seamless integration of digital and physical touchpoints helps users maintain healthy lifestyle habits over the long term.

The events, held across multiple regions since May 2025, have attracted approximately 7,000 participants cumulatively. Over 90% of attendees reported feeling an increased awareness of their own health. Furthermore, the initiative has facilitated more than 300 bookings for specific health checkups and cancer screenings. These results demonstrate the tangible impact of "Machi-Ken" and highlight its unique value: engaging even those who were previously indifferent to health through a natural, low-barrier approach.

SIGMAXYZ has been involved from the conceptualization stage of this initiative. Partnering closely with H2O, we supported the establishment of the project management structure, as well as the planning, execution, and operation of the "Machikado Health Festivals." Additionally, for the "Machi-Ken" app, we provided comprehensive support ranging from defining its strategic positioning within the broader service portfolio to driving the development process and ensuring quality management.

Building on the insights and outcomes from these events, H2O is currently exploring medium- to long-term business strategies aimed at scaling the service. This includes establishing monetization models and fostering partnerships with local governments and corporate entities. Moving forward, the company plans to further strengthen the synergy between the events and the app, while deepening integration with its core retail operations. SIGMAXYZ will continue to partner with H2O in its efforts to drive further growth in the Customer Service Business, aiming to realize the "Communication Retailer" vision by maximizing the value of customer touchpoints cultivated through its physical stores.