V Point Marketing Co., Ltd. has adopted Snowflake’s “AI Data Cloud” as the new foundation for its proprietary data clean room platform. This strategic move responds to a surging demand for secure, advanced first-party data utilization amid tightening third-party cookie regulations and heightened global privacy concerns.

Next-Generation Data Clean Room Platform Launching in Autumn 2026

On September 10, 2026, Snowflake Inc.’s Japanese entity, Snowflake Inc. (Japan), announced that its AI Data Cloud was selected as the new technical infrastructure for the proprietary data clean room developed by V Point Marketing Co., Ltd. V Point Marketing is slated to change its name under Sumitomo Mitsui Card Co., Ltd., which became the parent company following a capital restructuring of CCCMK Holdings Co., Ltd., a Culture Convenience Club (CCC) group company. Supported by this adoption, V Point Marketing plans to officially launch its independently developed data clean room service in Autumn 2026. Ryuji Ukita, President and Managing Executive Officer of Snowflake Japan, and Seigo Hirota, President and Representative Director of V Point Marketing, declared that integrating both companies’ technologies and datasets will drive secure, data-driven marketing while rigorously protecting the privacy of over 130 million V Point members. By fusing robust governance with a flexible data-sharing environment, the alliance aims to unlock new value in database marketing that bridges businesses and consumers.

Challenges in Data Utilization Driven by Third-Party Cookie Restrictions

In recent years, traditional digital marketing techniques relying on third-party web browser tracking have reached a major turning point due to stricter third-party cookie restrictions and growing global awareness of personal privacy. Consequently, an increasing number of companies recognize the urgent need to securely manage and analyze their first-party data, such as purchase histories and membership records. However, cross-enterprise data sharing demands strict security measures and privacy protections to prevent personal data leaks. Conventional external data exchanges typically relied on Electronic Data Interchange (EDI) methods—extracting database files into formats like CSV, transferring them, and ingesting them into external systems—which incurred substantial development and operational costs. Furthermore, data replication across systems introduced security vulnerabilities and heavy infrastructure overheads. In this changing landscape, adopting data clean rooms has become essential to harmonize privacy compliance with efficient data collaboration.

Technical Strengths Powered by Snowflake Data Sharing

Secure Architecture Eliminating Data Copying and Migration

At the core of V Point Marketing’s new platform lies Snowflake’s proprietary “Snowflake Data Sharing” capability. Unlike traditional data-sharing methods requiring physical data copying or transfer to separate storage units, this feature enables real-time data analysis and querying directly at the source without moving or copying a single record. Please refer to the diagram below.

This unique cross-platform connection technology maintains high security standards while minimizing data leakage risks. Additionally, partner companies in the V Point network that already utilize Snowflake infrastructure can initiate secure data integration instantly with minimal configuration, avoiding complex data migrations or extra environment setups. Compared to traditional file extractions and EDI connections, this streamlined architecture reduces deployment and operational costs for data sharing to approximately one-tenth.

Data Enrichment Enhancing Partner Understanding of Customers

By establishing Snowflake’s AI Data Cloud as its foundation, V Point partner companies can efficiently perform “data enrichment”—enriching their internal datasets with diverse external insights in a secure environment. Specifically, partner enterprises can join their customer purchase histories and behavioral logs with V Point Marketing’s vast demographic and behavioral trends across 130 million members using advanced anonymization techniques. This provides high-resolution visibility into customer profiles and multifaceted behavioral patterns that were previously undetectable using first-party data alone, enabling highly personalized product recommendations and effective campaign strategies. Furthermore, Snowflake’s multi-workload performance seamlessly handles complex query volumes, improving query response speeds by over 50% compared to legacy systems and eliminating analysis delays. Marketers and analysts can rapidly iterate on data hypotheses and accelerate data-driven strategy development.

Two Decades of Infrastructure Evolution and Future Marketing Outlook

Historical Consolidation: From On-Premises to Snowflake

The analytics infrastructure behind V Point has undergone a multi-stage evolution over the past 20 years, paralleling business expansion and technological advancements since the launch of Japan’s first full-scale coalition loyalty program, “T Point,” in 2003. Beginning with fragmented company-specific data models, the platform progressed through data specification standardization among partners, on-premises operations using Oracle Exadata and Vertica, and cloud migration via Azure Synapse. As data volumes surged and multi-database fragmentation escalated operational burdens and costs, the company executed a comprehensive migration to consolidate its analytics architecture into Snowflake, aiming for a single source of truth (SSoT) and modern infrastructure design. Please refer to the diagram below.

By consolidating over 10,000 tables and reallocating functional databases within Snowflake, the migration reduced overall infrastructure costs by 60% while drastically optimizing data refresh lead times and engineering maintenance. Decades of upstream data modeling expertise now form a resilient cornerstone supporting today’s advanced data clean room architecture.

Future Highlights and Social Infrastructure Expansion Powered by 130M Member Data

Heading toward its official Autumn 2026 rollout, the joint initiative between V Point Marketing and Snowflake is drawing significant attention not merely as an enterprise IT upgrade, but as a central data integration platform for the entire coalition loyalty ecosystem. Following its acquisition as a subsidiary by Sumitomo Mitsui Card, the secure fusion of distinct big data streams—financial transaction records and retail purchase behaviors—is expected to deliver enhanced consumer convenience and novel user experiences. Looking ahead, under strict legal compliance and governance frameworks, the platform will accelerate AI-driven marketing automation and foster seamless service integrations across SMBC Group companies. A major benchmark moving forward is whether this implementation will set a standard model for financial and retail sectors as a premier data clean room case study that maximizes data value while safeguarding individual privacy.

Reference Pages

• [Snowflake Japan Press Release] https://prtimes.jp/main/html/rd/p/000000128.000116784.html

• [Snowflake Official Website] https://www.snowflake.com/ja/

• [20-Year History of Data Modeling in V Point Analytics Infrastructure] https://speakerdeck.com/taromatsui_cccmkhd/vpointofen-xi-ji-pan-niokerudetamoderingu20nian-shi

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