New Product! Announcement of the DLabHook

2012/8/1 News

DLabHook provides a more engaging shopping experience to your customers by utilising the latest in wireless communication standards.

DLabHook Design Outline

DLabHook is a next generation hook that delivers a unique sales promotion system by utilising the latest wireless communication standards. When a product displayed on DLabHook is picked up by a prospective customer, an associated promotional video or other such advertisement can be shown on a digital display. This is demonstrated in figure 1.

With conventional point of purchase advertising, individual products receive little attention when competing against a wide range of other products, thus making it difficult for lesser-promoted products to attain sufficient advertising effectiveness. By using the DLabHook, related advertisements grab the attention of the prospective customer, allowing the degree of attention paid to the product to increase – in turn encouraging the customer’s intent to purchase the product in-hand.

When combining DLabHook with POS data retrieved from a conventional register, you can acquire data based around the products that prospective customers picked up, facilitating advanced data mining that relates interest in products to actual sales data.

Fig. 1: Illustration of DLabHook functionality:

  1. The product displayed on the hook is picked up.
  2. Information related to the product is sent to a receiver via wireless communication.
  3. The information related to the product is processed on a local server, and a related advertisement isshown on a digital display.
  4. Information about what items were picked up is analysed, and statistics are generated.


Yukai Engineering Inc. was able to develop a hook body which supports the latest wireless communication standards, as well as firmware for the DLabHook next generation sales promotion system.

Technical features of YE-HK001

A major technical breakthrough for the DLabHook is the inclusion of the Bluetooth Low Energy (BLE) wireless communication standard. BLE is the new low-energy version of Bluetooth, which is widely used around the world, and is capable of using only a fraction of the energy when compared to previous versions of Bluetooth. Specifically, one YE- HK001 unit is able to operate for about half a year on one coin-style lithium battery.

By utilising BLE standards, the maintenance costs of DLabHook are low, and the sales promotion system is easy to deploy.

Fig. 2: Body of YE-HK001 with BLE support (front, back):


The DLabHook has been deployed at various stores owned by Tutuanna, Inc. It is available for demonstration at the following store:

Branch: Spain-zaka, Shibuya
Period: August 21 – September 27 2012
Address: Koyasu 1F, Udagawa-cho 13-7, Shibuya, Tokyo 150-0042, Japan
Phone: +81 03-3461-5688
Business hours: 11:00 AM – 10:00 PM (Mon – Sun)
Access: 5 minutes walk from Shibuya Station, Tokyo

Corporate information

Yukai Engineering Inc.

President: Shunsuke Aoki
Employees: 6
Address: Nishida Building 1F, Shinjuku 1-31-8, Shinjuku-ku, Tokyo, Japan
Phone/FAX: +81 03-6380-4710

Team Lab Inc.

President & CEO: Toshiyuki Inoko
Employees: 150
Address: Hongo East Connection 5F, 1-11-61 Hongo, Bonkyo, Tokyo, Japan
Phone/FAX: +81 03-5804-2356

Daiko Advertising Inc.

President & CEO: Shuichi Iwai
Employees: 807
Address: AKASAKA-PARK, 5-2-20, Akasaka, Minato, Tokyo 107-6107, Japan
Phone/FAX: +81 03-6364-8601

Further information or enquiries

President: Shunsuke Aoki
Senior Researcher: Reo Matsumura
Phone/FAX: +81 03-6380-4710