Enhancing Internet Sales and Web Customer Convenience

「Catalog costs account for a significant proportion of advertising expenses, while order efficiency has declined. The company will use AI to improve efficiency and reallocate the resulting funds to new initiatives in digital advertising.」

「However, sales of the promotional products expected to drive orders remained sluggish, and the company was unable to clearly communicate the value of its other products, including their prices. As a result, the number of orders fell below the year-earlier period. Net sales were ¥2,595 million, down 13.2% year on year.」

「In the mail-order business, the company is strengthening its core products to expand its customer base and increase sales, while developing function-focused products following SP-ON, which is currently selling well. It is also working to increase orders from new customers by attracting more visitors to its website through stronger SEO measures. In addition, it is reviewing catalog distribution methods to improve efficiency and use expenses more effectively.」

「In terms of sales promotion, the company conducted product promotions by influencers using Instagram and X, introduced vertical video advertising, and implemented various coupon campaigns, while working to acquire new customers and encourage orders from existing customers.」

「The company will work to improve its order conversion rate by increasing efficiency, including through a review of catalog distribution methods, while making maximum use of social media to strengthen marketing.」

「However, the promotional products did not drive overall orders. In addition, order volumes were affected by price revisions resulting from higher import prices due to the weaker yen, an increased tendency among consumers to economize as real wages declined amid higher prices, and the company’s inability to present the value of its products in a sufficiently appealing and effective manner. The number of orders fell below the year-earlier period. As a result, net sales were ¥5,189 million, down 14.3% year on year.」

「In terms of sales promotion, in addition to television commercials and PR posts by influencers, the company conducted campaigns such as a shoe festival featuring coupon prizes, seeking to attract new customers and increase repeat purchases by existing customers. However, although price revisions resulted in a slight increase in the average purchase price, the promotional products did not drive overall orders. Changes in the external environment, including a decline in real wages caused by higher prices, also affected results, as the company was unable to present the value of its products in a sufficiently appealing and effective manner. As a result, the number of orders fell below the year-earlier period. Net sales were ¥3,399 million, down 14.3% year on year.」

「In the mail-order business, sales promotion initiatives included a sale offering 50 summer shoe items at promotional prices under the slogan “Let’s Make Up for Three Summers!”, coupons commemorating the official app surpassing 700,000 downloads, and the establishment of seasonal special online sales sections.」

「In the mail-order business, the proportion of sales generated online has been rising year after year. In line with changes in consumers’ lifestyles, the company’s challenges include enhancing services and strengthening systems to keep pace with changes in information tools and sales promotion and order-taking channels. As competition in e-commerce intensifies, the Group will accelerate efforts to strengthen its e-commerce business. Along with enhancing the online shopping environment through the active use of the official Hiraki app, the Group is expanding its points of contact with consumers through social media such as Twitter and Instagram.」

「In terms of sales promotion, the company conducted promotional posts for products by influencers, distributed coupons commemorating more than 600,000 app downloads, and sold weekly limited-time products, while working to acquire new customers and encourage orders from existing customers.」

「In terms of sales promotion, the company conducted promotional posts for sales promotion products by influencers, a Household Support campaign in which coupons were awarded to 3010 people, and an app-exclusive customer appreciation coupon campaign, while working to acquire new customers and increase repeat purchases by existing customers.」

「In terms of sales promotion, in addition to the campaign commemorating more than 500,000 app downloads, the company continued promotional posts for sales promotion products by influencers and worked to acquire new customers and increase repeat purchases by existing customers.」

「As a result, the number of website visitors grew by double digits year on year, contributing to increased awareness of and purchase motivation for original products.」

「Following the 60th anniversary campaign conducted from February through July 2021, the company strengthened its marketing by implementing various campaigns, including expanded social media posts promoting sales promotion products using influencers and coupons commemorating more than 350,000 app downloads.」

「In the mail-order business, the company continued the 60th anniversary campaign launched in February 2021 and pursued measures including expanded web advertising and social media influencer marketing focused on school products and sales promotion products.」

「In the mail-order business, the company continued the 60th anniversary campaign launched in February 2021 and pursued sales promotion measures including social media initiatives using influencers and Instagram, as well as a campaign commemorating more than 200,000 downloads of the HIRAKI official app.」

「In particular, the HIRAKI official app recorded more than 160,000 downloads in approximately 3 months after its launch.」

「In terms of sales promotion, the rollout of various social media marketing initiatives and the introduction of the HIRAKI official app proved effective, leading to the acquisition of new customers and increased orders from existing customers. In particular, during the third quarter of the fiscal year, orders exceeded the year-earlier period in every product category, and both order volume and order value grew by double digits year on year.」

「Social media initiatives proved effective, leading to increased acquisition of new customers, particularly in the Kanto region, while orders through July grew by double digits year on year, led by clothing, interior goods and miscellaneous items.」

「However, from May onward, sales promotion products such as shoes and clothing drove orders, while social media initiatives, timely website updates reflecting customer needs and the distribution of informational emails also proved effective, leading to the acquisition of new customers mainly through the web and higher repeat-purchase rates among existing customers.」

「In the mail-order business, the company redesigned its e-commerce website in January 2020 to make it easier to view and use on smartphones, which account for 80% of e-commerce orders. In the retail business, it introduced electronic money payments from September 2019, and in the wholesale business, it launched the “大卸し.com” e-commerce platform for small retailers in October 2019.」

「In its web initiatives, the company continued to implement various campaigns and clearance sales, including expanded affiliate and social media advertising and 1-to-1 email and LINE member coupons.」

「As sales promotion measures, following the new era campaign, the company conducted monthly campaigns including web-focused summer clearance sales and Shoe Festival campaigns, and distributed 1.2 million free catalogs, up 30% year on year, while working to increase orders from new and existing customers.」

「Traffic to the website increased steadily as a result of expanded web affiliate advertising and other initiatives.」

「The company made progress in expanding touchpoints through social media, including support for LINE, and in developing the infrastructure for One-to-One interactions, but these efforts have not yet contributed to an increase in the number of customers. The company will further strengthen its web presence, including by redesigning its e-commerce website, to expand customer touchpoints and improve customer satisfaction.」

「The company implemented measures to increase sales, including linking LINE and user IDs and distributing coupons commemorating more than 200,000 LINE@ friends.」

「To further strengthen web orders, which account for more than half of total orders, the company worked to acquire new customers and improve repeat-purchase rates among existing customers by launching LINE Shopping and strengthening integration between LINE and web members.」

「We worked to acquire new customers and increase the repeat-purchase rate among existing customers through sales promotion measures including television advertising in the Kanto region and 4 other areas, inserting flyers into ¥100 shop shopping bags, and launching LINE Shopping.」

「To acquire new customers and expand touchpoints with existing customers, the company strengthened digital advertising on its website, which accounts for just under 60% of order channels, and activated social media, while also enhancing the content distributed through LINE@ and launching 1-to-1 marketing.」

「The company implemented sales promotion measures including expanding customer touchpoints through the web.」

「The company strengthened its web strategy by expanding web advertising options, increasing customer acquisition from search engines and improving the smartphone purchasing journey. As a result, the number of new customers grew to 108.1% of the previous fiscal year's level.」

「In the direct mail-order business, we broadcast television commercials for a total of 4 months, mainly in the Kanto, Kansai, and Tokai regions. Sales promotion measures, including an enhanced web strategy and a coupon giveaway campaign commemorating the 10th anniversary of the listing held from February to November, together with appealing promotional products, contributed to acquiring new customers and increasing orders. Net sales were ¥7,314 million, up 6.5% year on year.」

「In the direct mail-order business, sales promotion measures, including television commercials broadcast for a total of 3 months mainly in the Kanto and Kansai regions, enhanced web marketing, and a closed-entry sweepstakes campaign commemorating the 10th anniversary of the listing held from February to November, contributed to the increase in new customers. Net sales were ¥4,638 million, up 5.7% year on year.」

「In the direct mail-order business, television advertising in the Kanto, Kansai, and 3 other regions, together with the effect of word-of-mouth spread through social media, helped increase orders. Net sales were ¥2,713 million, up 8.3% year on year.」

「To accommodate the increasing number of orders placed online, the company established a Web Marketing Department and pursued initiatives to improve the convenience of shopping on smartphones for the purpose of increasing the order rate and number of items purchased by web members, as well as to improve customer satisfaction through just-in-time website updates and expanded bulk-purchase discounts.」