CCC Frontier Co., Ltd.
* From left: Mr. Okabe, Director, Mr. Ueda, Senior Manager, Sales Department
This time, CCC Frontier, who had a problem in utilizing data between EC and stores (POS), implemented marketing measures to link EC and POS. GMO Payment Gateway helped to create a dashboard that allows field staff to analyze data.
We asked Mr. Okabe, Director of CCC Frontier, and Mr. Ueda, Senior Manager of Sales Department, about the process leading up to the realization.
Excel management could not be linked to data utilization
Originally, "UNiCASE" was a site with strong organic search, but we wanted to further increase the inflow, so we asked GMO Payment Gateway to cooperate and started posting online advertisements centered on Listing ad.. The introduction of the Google Data Portal this time is a project that started against this background.
In the past, we used to manage data such as sales in Excel, but there were issues such as the data not being available depending on the file and the fact that only a limited number of staff with Excel skills could handle the data at the store. Also, even if I managed to collect and output the data, the way the data was viewed differed depending on the store and staff, and the situation was not linked to the utilization of the data.
When I was feeling such a problem, I GMO-PG Online Advertising Service", and from around November 2018, I linked EC and store POS. We have started to work on marketing measures.
He has had many discussions as a partner.
This time, we worked together with GMO Payment Gateway to create a prototype in a partner-like relationship. The person in charge of the CCC Frontier Lab in charge of the system, the store manager, and the staff leader were also present at the meeting, and many discussions were held to make the system easy to use for the site. There is no point in creating a system from the top down unless it is used in the field. The meetings were held multiple times, and there were many attendees each time, and I think it was difficult because there were many requests for corrections, but I was really persistent (laughs).
For example, there were many functions that were difficult to realize with the report tool Google Data Portal (Google Data Studio at the time of introduction), but GMO Payment Gateway did not give up and found a way to handle it. .. I am grateful that other companies would not have responded so far.
A dashboard that is visual and easy for field staff to use
The biggest benefit of introducing dashboards is that the data is now visualized. This made it easy for staff who are not very good at tools to use. In fact, it has been well received by store staff, and people are saying that it is more visual and easier to use than the previous Excel.
We also manage stores on the head office side, but we believe that we will not be able to generate sales that match the actual situation unless the people at the stores who know the site take the initiative. However, I don't want to touch it as a difficult tool to use. Now that we have introduced a dashboard that anyone can use visually, I thought that we could use the data to think about marketing such as measures for each store.
After successfully introducing the dashboard, we first changed the layout of the store based on data analysis in order to try some sales improvement measures. What I did was simple, I compared the sales of EC and stores and placed them in stores to strengthen specific categories with good sales in EC, but the result was a sales increase of about 5%. I was able to make a good start dash.
In addition, it is possible to acquire data from the flow lines of the sales floor, so if we start full-scale utilization from now on, we are confident that we will be able to create stores that meet the needs of our customers more than ever. I am.
Considering horizontal expansion to product development and purchasing
In the future, we are planning to utilize data analysis not only for improving stores but also for developing original products. The know-how cultivated in smartphone cases should be able to be utilized in other fields as well, so I would like to expand the business domain beyond the existing product lineup.
In addition, "UNiCASE" also selects products from other manufacturers, but what kind of customers are the products sold to the manufacturers, and what kind of sales will be done with "UNiCASE"? I think that it can be used for purchasing because it will be possible to provide information on. Now that you can see the movement of products on your notebook PC even when you are out, it seems that you will be able to make useful proposals even at your business location. I hope that it will be available on mobile phones in the future.
Expect a wide range of support in the future, including global expansion
We also ask GMO Payment Gateway to act as an e-commerce payment processing company so they understand our business well and are facing the common goal of increasing sales of e-commerce and stores. Just as he has been persistent in the discussion of requirements design, he is a person who can promote business together as a partner. It also helps us to share the latest information useful for marketing, such as new advertising media and influencer information, from time to time.
In the future, we would like to focus on cross-border e-commerce and store development for China and Southeast Asia, but I hear that GMO Payment Gateway can comprehensively support global expansion. I hope that you will continue to help promote innovation in various aspects, not just the introduction of this dashboard.
CCC Frontier, which operates Japan's largest smartphone accessory mail order site "UNiCASE" and has a total of 14 directly managed stores in Japan and overseas as well as EC. It features a wide product lineup of more than 50,000 items, and has a long history of operating since the days when smartphone accessories were scarce.
In addition, we are able to develop a wide range of businesses by collaborating with group companies such as CCC Frontier Design, which plans and designs products, and CCC Frontier Lab, which develops EC site systems and POS cash registers.