Utilization of LIFF app to simultaneously reduce traffic congestion and promote customer attraction
LaLaport Fukuoka Free Bus Ticket App: the Official ＆MOVE LINE Account
Challenges:
"LaLaport Fukuoka" is a large-scale commercial complex with 222 stores, including 57 stores making their first appearance in Kyushu. As the first LaLaport to open in Kyushu, it garnered significant attention and was widely covered by various media outlets even before its opening.
While it attracted attention and high expectations from local residents, there were concerns about congestion in the facility's parking lot and traffic congestion in the surrounding area.
ShareTomorrow Inc., which develops and promotes various new businesses centered on real estate x technology, planned to alleviate congestion by distributing free bus tickets in collaboration with existing local buses (Nishitetsu Bus). There was a need to develop a digital product in a short period of two months leading up to the facility's opening.
Solutions:
Monstarlab proposed utilizing the official LINE account for the '＆MOVE' MaaS service provided by ShareTomorrow Inc. in the Nihonbashi area of Tokyo.
To enable the provision of the service in a short period, we implemented the free bus ticket distribution function for LaLaport Fukuoka as a new LIFF app (*1).
When developing the LIFF app, we focused on minimizing the actions required after adding the LINE official account as a friend. To encourage more users to utilize the service, we adopted a screen design that allows tickets to be easily issued in three taps.
We also researched existing digital tickets to explore the optimal screen display format. We collaborated with Nishitetsu Bus to ensure that it would not interfere with the bus driver's operation, and incorporated various measures to prevent fraud, such as dynamic actions."
Results:
In just two months, we completed everything from infrastructure development to system development and the construction of a data analysis platform, enabling the LIFF app to be launched in time for the pre-launch announcement.
From the facility's opening on April 25, 2022, to the Golden Week period of the same year, we acquired approximately 20,000 new users, and the service was so successful that over 10,000 bus tickets were issued.
Furthermore, user surveys showed high levels of satisfaction among users, and a survey of visitors revealed that an estimated 50% of visitors stated that the free bus ticket was the reason for their visit. It was also found that approximately 30% of visitors were persuaded to use the bus instead of coming by car, demonstrating the effectiveness of the initiative not only in alleviating traffic congestion but also in promoting customer attraction.
Monstarlab will continue to analyze user data and provide ongoing support to further enhance the satisfaction of facility users.
*1 An abbreviation of 'LINE Front-end Framework,' a web application platform provided by LINE.
