The “3 Seconds at the Register” Strategy: How OneLink Powers FamilyMart’s Omnichannel Evolution

Background: Driving App User Growth from the Storefront

FamilyMart is one of Japan’s largest convenience store chains, operating around 16,000 locations nationwide as of June 2025. Its official app, Famipay, offers features such as QR code payments, digital coupons, and integrated loyalty points, making everyday shopping smarter and more seamless.

To grow Famipay’s user base and increase app engagement among FamilyMart customers, the team set increasing active user count as core KPIs . They consistently run point-based and ad-linked campaigns to acquire new users and encourage ongoing app usage.

Taking advantage of FamilyMart’s vast offline footprint, QR codes are strategically placed in-store to drive app downloads. These connections between offline touchpoints and online app experiences serve as the foundation of FamilyMart’s omnichannel marketing efforts.

Challenge: Broken QR Journeys and User Frustration

One of Famipay’s core app engagement tactics was using owned media like printed receipt QR codes, allowing customers to scan the code to access and redeem offers. Initially, Firebase was used to measure the effectiveness of this and other campaigns across owned channels.

However, with Firebase Dynamic Links scheduled for deprecation on August 25, existing deep links were at risk of breaking. Without proactive maintenance, this could significantly disrupt the user experience and negatively impact business performance.

In 2023, as Firebase began deprecating Firebase Dynamic Links and encouraged a shift to App/Universal Links, changes in how parameters were handled and how deferred deep links behaved started to impact measurement accuracy. This was especially problematic for campaigns using QR codes to acquire new users.

Usability was another challenge. Users had to open the app first, then manually enter a coupon code, which was too cumbersome in a fast-paced store environment. There was a clear need to let users scan a QR code from owned media, and have the coupon code automatically applied, even if the app was not already open.

Result: AppsFlyer’s Deep Linking Suite Delivers 2x Higher Coupon Redemption and Faster, Smoother User Experience

To address these issues, the Famipay team adopted AppsFlyer’s Customer Experience and Deep Linking Suite, powered by OneLink technology.

Using QR codes placed on receipts, they embedded campaign codes directly into the links. When scanned, these links automatically launched the app and pre-filled the campaign code field, making coupon use nearly instantaneous.

Now, even with only a few seconds at the register, users can redeem coupons smoothly, enjoy a discount, and the brand can measure their loyal users.. The shift also enabled flexible link customization via the OneLink API, improving integration with internal systems and enhancing maintainability. This reduced development workload and improved operational efficiency.

In addition to technical advantages, AppsFlyer’s support made a major difference.

The migration from Firebase was smooth and well-structured, thanks to AppsFlyer’s migration toolkit and hands-on support. AppsFlyer arranged meetings for us whenever necessary and always replied quickly to our questions. It gave us real peace of mind that we could discuss even the smallest details with them.

Ms. Hideko Yamagishi, Digital Systems Operations Group

Coupon campaigns promoted via owned channels like printed receipts are vital to driving app engagement, so optimizing the user experience is key. Famipay team member Mr. Natsume shares:

Customers don’t spend much time in the store. If coupon redemption is complicated, they won’t use it, even if they know about it. Now, scanning the QR code on the receipt automatically applies the code, and the process is about one-third as fast as before. As a result, we’ve seen a 2x increase in coupon redemption rates compared to previous campaigns.

Mr. Takumi Natsume, Famipay Promotion Group

These improvements in both user experience and backend operations have greatly expanded the scalability of Famipay’s marketing efforts across owned media.

Future Outlook: OneLink Technology as a Core Pillar of Omnichannel Strategy

Building on these successful results, FamilyMart sees AppsFlyer’s Deep Linking Suite as a key enabler of its omnichannel approach, bridging in-store and digital touchpoints through a seamless customer journey driven largely by owned media.

By increasing customer engagement through Famipay, FamilyMart is designing experiences that directly connect app interactions with real-world visits and purchases. The modern consumer moves effortlessly between online and offline. For FamilyMart, continuing to create natural app-to-store and store-to-app pathways using owned channels is essential.

Going forward, the company plans to double down on app-linked initiatives, from visit-driving coupons to seasonal promotions, all powered by OneLink technology.

Measuring how many app users we acquire from in-store touchpoints is one of our most important KPIs. That kind of visibility is exactly what AppsFlyer provides, and we want to continue using it moving forward. There is still huge growth potential for Famipay.

Mr. Yusuke Kurihara, Manager, Famipay Promotion Group

Connecting physical and digital experiences in a smooth, user-friendly way is the key to long-term success, and OneLink is right at the heart of that transformation.

After switching from Firebase Dynamic Links to AppsFlyer’s Customer Experience and Deep Linking Suite, scanning the QR code on the receipt to apply the coupon became seamless for our customers. Along with maintaining seamless deep linking, we also significantly improved measurement.

Mr. Takumi Natsume, Famipay Promotion Group

QR Code is a registered trademark of DENSO WAVE INCORPORATED.

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