Dear Apparel Eye

A women's pants planning and sales company located in Fukuyama City, Hiroshima Prefecture, asked us to build a direct sales website and also to increase sales while training specialized staff within the company. Although the company's business was primarily for BtoB, such as TV shopping and OEM for famous mail-order catalogs, we worked to increase sales by repeating the PDCA cycle while actually operating the EC so that the entire company could have a BtoC customer perspective.

We want to increase sales through direct sales while our in-house staff operates the operation."

Up until now, our main focus has been on planning and sales for BtoB, but as we move into direct sales on our own, we heard that they wanted to increase sales while training staff in addition to providing EC operation consulting services.

Develop staff with a marketing perspective

This was the first time for the company to sell its own products, as it had been mainly engaged in planning and development of OEM products for TV shopping and famous mail-order catalogs. Therefore, it was necessary to develop the company's staff into personnel who could patiently think about how to sell products, such as target setting, sales methods, and ways of launching products, and to push them to the limit.

Establish personas by looking at the numbers.

After the e-commerce site was built, we kept track of sales and non-sales in real numbers, and then we went through the process of figuring out how to make our products sell. We examined over and over again where to bring the product value and how to present it. At the same time, we established personas, and together with internal staff, we studied and implemented the development of each promotion and other activities based on the customer journey.

Be aware of marketing and discuss it internally.

The EC management team has taken the initiative in becoming more aware of marketing, and the entire company is changing its mindset by incorporating the opinions of other team members and discussing the issues raised in the discussions.

Sales are steady, and prospects for further growth are beginning to emerge.

The product value and persona have been established, the staff is growing well, and sales are increasing.

Company-wide B-to-C customer perspective

In addition to product presentation, fulfillment and TG analysis, we would be happy to help not only the EC management team but also the entire company to take a BtoC-oriented perspective and patiently study "how to sell products.