Guest Lecturer: Mamoru Hirose (Vice President of a DX startup and former Head of the Seattle Office of DNP Corporation USA)

On December 13, 2025, as part of the CRM Strategy course (Instructor: Masashi Sakamoto, President & CEO of Smartwill Inc.), Mr. Mamoru Hirose—Vice President of a DX startup and former Head of the Seattle Office of DNP Corporation USA (Dai Nippon Printing Co., Ltd.)—was invited as a guest lecturer to speak on the latest digital transformation trends in the North American retail market.

Drawing on insights from NRF Retail’s Big Show and other leading industry events, the lecture highlighted how retail DX in North America is shifting from a phase of experimentation to one of full-scale implementation. In particular, initiatives aimed at simultaneously enhancing customer experience and expanding purchasing opportunities were introduced through emerging concepts such as Adaptive Retail, Concierge Commerce, and the Sentient Store.

Mr. Hirose also provided concrete examples of advanced implementations unique to the North American market, including the use of generative AI to improve operational efficiency and customer experience, the evolution and monetization of in-store retail media, and highly sophisticated performance measurement enabled by sensors and data analytics. Rather than emphasizing technology alone, the lecture underscored the growing importance of redefining the value of physical stores with a focus on “humanity,” leaving a strong impression on the students.

During the post-lecture discussion session, students engaged directly with Mr. Hirose, receiving practical insights closely tied to real-world business and new venture development. The session offered a valuable opportunity for participants to contextualize North American retail trends within their own professional challenges.