Fluctuations in New Customer Acquisition Due to Dependence on Specific Products and Advertising Media
First written in FY2022-Q3. 9 of 15 entries say "Mitigated", first in FY2022. Latest entry: FY2026.
Kitanotatsujin moved to the "Worse" side of this theme in 2025, 4 years after the typical company in this theme (2021).
The whole theme swung hardest in 2018: 5 of 18 companies on the "Worse" side.
3 other companies' latest entry also says "Materialised".
- FY2026MaterialisedAnnual report
「The company adjusted and tested advertising investments on certain marketplaces to improve profitability, but promotional activities have not been carried out as expected because of fluctuations in marketplace advertising rates and other factors. As a result, performance on some marketplaces is below expectations.」
The risk associated with dependence on specific advertising media and marketplaces persists, and promotional activities on some marketplaces did not progress as expected because of fluctuations in advertising rates, resulting in performance below expectations. - FY2026-H1MaterialisedAnnual report
「We adjusted and tested advertising investment to improve profitability on certain marketplaces, but promotional activities could not be conducted as planned because of changes in advertising rates within the marketplaces and other factors. As a result, performance on some marketplaces is below expectations. We will continue testing while expanding performance through the initiatives described above.」
On some SALONMOON e-commerce marketplaces, promotional activities could not be carried out as expected because of fluctuations in marketplace advertising rates, resulting in performance below expectations. - FY2025-H1AdvancedAnnual report
「As a result, Amazon’s monthly sales exceeded ¥100 million for the first time in July 2024, setting a record high, while total e-commerce marketplace sales also reached a record high in the second-quarter consolidated accounting period.」
As measures to reduce dependence on its own website and other channels, the company continued e-commerce marketplace promotion, creative production, advertising optimization, email newsletters, participation in sales campaigns and reviews of shipping methods. Amazon’s monthly sales exceeded ¥100 million for the first time, and total e-commerce marketplace sales reached a record high. - FY2025-Q1MitigatedAnnual report
「To actively capture the growing e-commerce marketplace sector, the company has assigned multiple dedicated personnel and is working to expand its e-commerce marketplace business. During the first-quarter consolidated cumulative period, it continued pursuing sales growth through promotion focused on e-commerce marketplaces, creative production and advertising optimization, and participation in sales campaigns on each marketplace, while also working to reduce costs by reviewing shipping methods. As a result, Amazon recorded its highest monthly sales ever in March 2024, and sales across e-commerce marketplaces remained firm.」
To reduce dependence on its own website and other channels, the company continued assigning personnel dedicated to e-commerce marketplaces, marketplace promotion, advertising optimization, participation in sales campaigns and reviews of shipping methods, with Amazon recording its highest monthly sales ever in March 2024. - FY2024MitigatedAnnual report
「During the consolidated fiscal year, the company continued promotion focused on e-commerce marketplaces, creative production and advertising optimization, participation in sales campaigns on each marketplace, the addition of new products, the resumption of sales of products whose sales had been suspended because of excess orders, and the use of marketplace-based fulfillment services.」
As measures to reduce dependence on specific products and media, the company expanded its initiatives to include e-commerce marketplace promotion, advertising optimization, the addition of new products, the resumption of sales of suspended products, and the use of marketplace-based fulfillment services. - FY2024-Q3MitigatedAnnual report
「As a result of the initiatives on e-commerce marketplaces described above, marketplace sales declined by only 9%.」
While the number of new customers acquired through the company’s own website and other channels fell 21% from the immediately preceding quarter, e-commerce marketplace initiatives limited the decline in marketplace sales to 9%, demonstrating the benefits of sales-channel diversification. - FY2024-Q2MitigatedAnnual report
「To actively capture the growing e-commerce marketplace sector, the company has assigned multiple dedicated personnel and is working to expand its e-commerce marketplace business.」
To reduce dependence on specific products and advertising media, the company continued assigning personnel dedicated to e-commerce marketplaces and expanding its marketplace business, with developments such as record-high monthly sales on Amazon indicating progress in diversifying sales channels. - FY2024-Q1MitigatedAnnual report
「To actively capture the growing e-commerce marketplace sector, the company has assigned multiple dedicated personnel and is working to expand its e-commerce marketplace business.」
As measures to reduce dependence on specific products and advertising media, the company continued assigning personnel dedicated to e-commerce marketplaces, promoting and optimizing advertising on marketplaces, and expanding exclusive products, resulting in record-high sales across its e-commerce marketplaces. - FY2023MitigatedAnnual report
「During the consolidated fiscal year, the company conducted promotion focused on e-commerce marketplaces, produced creative materials and optimized advertising, participated in sales campaigns on each marketplace, and increased dedicated personnel. As a result, Amazon recorded its highest monthly sales ever in January 2023 and Rakuten Ichiba did so in February 2023, and the company steadily acquired customers who shop through e-commerce marketplaces.」
To reduce dependence on specific products and advertising media, the company pursued e-commerce marketplace promotion, advertising optimization and increased dedicated personnel, recording the highest monthly sales ever on Amazon and Rakuten Ichiba. - FY2023-Q2MitigatedAnnual report
「As a result, the number of new customers acquired through e-commerce marketplaces in the second-quarter consolidated accounting period rose to 141% of the first-quarter consolidated accounting period, reaching a record high for a quarterly accounting period.」
As measures to reduce dependence on specific products and advertising media, the company pursued e-commerce marketplace promotion, advertising optimization and increased dedicated personnel, bringing new customer acquisitions through e-commerce marketplaces to 141% of the previous quarter. - FY2023-Q1MitigatedAnnual report
「During the three-month period ended June 2026, customer acquisitions expanded to 147% of the year-earlier period and 131% of the immediately preceding consolidated accounting period, driven by advertising operations using accumulated expertise in optimizing e-commerce marketplace advertising, marketplace-focused promotional activities and creative production, increases in dedicated personnel, and traffic generated by the increase in orders through the company's own website.」
As measures to reduce dependence on specific products and advertising media, the company expanded e-commerce marketplace advertising operations, promotion and creative production, and increased dedicated personnel, bringing the number of new customers acquired through e-commerce marketplaces to 147% of the year-earlier period. - FY2022MitigatedAnnual report
「The company will continue working to expand sales on e-commerce marketplaces, including by developing products sold exclusively on certain marketplaces.」
To reduce dependence on specific products and advertising media, the company is assigning personnel dedicated to e-commerce marketplaces, developing marketplace-exclusive products and expanding distribution across multiple marketplaces. - FY2022-Q3First statedAnnual report
「However, the effectiveness of advertising copy that had generated strong customer acquisition declined, advertising rates on certain media rose sharply, and advertising volume on the media described above decreased. As a result, the number of new customers acquired through affiliate marketing in the third-quarter consolidated accounting period fell to 51% of the immediately preceding accounting period. In view of the risk of dependence on specific products and advertising media, the company is working to acquire new customers through multiple products and media, establishing multiple ordering channels, including telephone orders in addition to its conventional online ordering system, and holding roundtable discussions with existing customers jointly with affiliate marketing operators so that customers’ unfiltered feedback can be reflected in creative materials. Through these initiatives, it will continue working to increase the number of new customer acquisitions.」
The number of new customers acquired through affiliate marketing fell to 51% of the immediately preceding accounting period because effective advertising copy became less effective, advertising rates on certain media rose, and advertising volume declined. The company is working to reduce its dependence through multiple products and media, telephone orders and customer roundtable discussions.