Case Study: IM increases new-customer subscription rate from 40% to 70% with Appier’s AiDeal

IM - Customer Case Study

IM is the parent company of BRIGHTAGE, a Japanese skincare brand offering anti‑aging and brightening products. Faced with many new visitors choosing a one‑time trial kit over a subscription because the subscription felt too costly, IM wanted to increase subscription uptake and identify the most cost‑efficient promotional incentive.

Using AiDeal, Appier’s ML‑driven promotional platform, IM ran two tests: an A/B test for hesitant customers (500 yen coupon vs no coupon) and a sitewide test comparing 300 yen vs 500 yen coupons. Coupons lifted conversion rates by 22% versus no coupon, the 300 yen off incentive proved the most cost‑efficient, and new‑customer subscription rates rose from 40% to 70%, guiding IM’s future marketing strategy.

IM