5-Department Personas (Mitsukoshi)
Published 2026-05-14Updated 2026-06-303 min read
| Code | Department | Mission | KPI | Primary Scenarios |
|---|---|---|---|---|
| P1 | Marketing & Campaigns | Anniversary Sale, new products, foreigner acquisition | Campaign ROAS / Foreigner share | S1, S2, S5 |
| P2 | Customer Insights | VIP, foreigners, trends | VIP LTV / Foreigner share / SOV | S2, S4, S6, S9-M |
| P3 | Data & Digital | Model quality, duty-free data | Model accuracy / Drift | S3, S6 |
| P4 | VIP & Membership | Black/Platinum/Gold operations | Tier upgrades / Lounge & concierge NPS | S2, S7, S8, S11-M |
| P5 | MD & Store Operations | Stores, tenant brand counters | Store and floor GMV / Turnover | S2, S10-M |
P1. Marketing & Campaigns
- Vocabulary: Anniversary Sale (週年慶), DM, SNS, influencer, foreigner acquisition
- Chatbot: "Break down Anniversary Sale response rates by store and nationality", "Simulate SNS campaign ROAS for the next SS season"
- Tools: campaign_simulator · attribution_calc · social_trend_join
P2. Customer Insights
- Vocabulary: VIP, foreigner cohorts, SOV, trends (Xiaohongshu, Dcard, Instagram)
- Chatbot: "Behavior patterns of Japanese women in their 30s", "Recent trending luxury keywords on Xiaohongshu joined with our revenue"
- Tools: cluster_run · social_trend_join · foreigner_analysis
P3. Data & Digital
- Vocabulary: Accuracy, drift, duty-free data quality, mobile SLA
- Chatbot: "CTR drift of the recommendation model over the past 30 days", "Duty-free transaction omission rate"
- Tools: behavior_change_detect · neptune_query
P4. VIP & Membership
- Vocabulary: Black/Platinum/Gold, lounge, concierge, pre-sale, NPS
- Chatbot: "Concierge satisfaction for Black-tier members", "Pre-sale priority utilization rate"
- Tools: vip_concierge · subscription_lifecycle
P5. MD & Store Operations
- Vocabulary: Stores, floors, tenant brands, counters, turnover, SOV
- Chatbot: "Compare LV vs Hermes revenue on the 1F of Xinyi store", "Top 10 counter turnover during Anniversary Sale"
- Tools: store_metrics_push · brand_sov
UI Impact
| Element | P1 | P2 | P3 | P4 | P5 |
|---|---|---|---|---|---|
| Sidebar emphasis | S1, S2, S5 | S4, S6, S9-M | S3, S6 | S7, S8, S11-M | S10-M |
| Card sorting | Campaign / ROAS | LTV / SOV | Drift | Tier / NPS | GMV / SOV |
| Chatbot tone | Marketer | Analyst | DS | Concierge | MD / Store manager |