Mission Complete! Announcing the Successful Completion of our eCommerce Voice of Consumer Demonstration Project with Hamee
Koeeru Inc. (Headquarters: Kamakura City, Kanagawa Prefecture; CEO: Soji Nagano) and Hamee Corporation (Headquarters: Odawara City, Kanagawa Prefecture; CEO: Ikuta Mizushima) announce the successful completion of our demonstration project “Koeeru for EC”. For this demonstration project, Koeeru and Hamee were selected to participate in the BAK New Normal Project 2022, a subsidy program organized by Business Accelerator Kanagawa (BAK), a Kanagawa Prefecture organization under the management of Eiicon Corporation that was created to match startups with Kanagawa-based corporations for joint collaborations.
Overview of the Project
Koeeru for EC was designed to collect, connect, analyze, and visualize Voice of Consumer (VOC) data for eCommerce companies. By integrating online (both own media and EC mall data) and offline (wholesale and retail) data, the platform was created to help eCommerce companies like Hamee collect and fully utilize VOC data with the aim of improving overall customer engagement.
In the demonstration phase, VOC data was collected from both online and offline sources, including Hamee’s main eCommerce site and owned media site, Hameefun. In addition, data was collected from a number of offline retail locations that handle Hamee products, through the participation of T-Gaia Corporation.
Online Data Collection
Using tags to measure customer on-page behavior in both the EC cart system (Shopify) and owned media (WordPress), we can then display survey pop-ups to customers that exhibit specific purchasing behaviors. We also use an email magazine distribution system called Koeeru Direct to send out survey invitations to customers in specific persona groups, such as disengaged customers. In addition to being able to visualize more precisely pre-purchase customers, we also combine the data from Shopify and other e-commerce sites to gain more detailed customer behavior and attribute data and to create more detailed marking analyses.
Offline Data Collection
We collected offline data from a total of 15 SmartLabo and UNiCASE stores operated by T-Gaia Corporation using distributed flyers containing unique QR codes. Data collection was from February 15th to March 31, 2023, and a total of 680 valid samples were collected. In exchange for providing T-Gaia with the survey results—which showed customer demographics and purchase trends—we were able to collect end-user information for Hamee that, as a wholesaler, they didn’t have access to before.
In this proof-of-concept project, we used device and browser information to confirm migration between offline and online venues, including how many of the visitors to Hamee’s own websites eventually purchased products at wholesale stores. This case study thus proves that the Koeeru for EC solution can be used as an OMO mechanism (Online Merges with Offline) for the realization of movement between brick-and-mortar and online stores.
Products Developed for this Project
For this demonstration project, we newly developed our Koeeru Connector and Koeeru Base products. Koeeru Connector is a product that collects and integrates survey data, EC-site purchase data, and online behavioral data. Koeeru Base then stores and processes the data acquired by Koeeru Connector in order to visualize the integrated data in customized dashboards within Koeeru Visualizer. We plan to develop these individual products into a a solution that will help retail businesses connect with their customers over a wide variety of touch points and improve their internal data literacy and CVR (Conversion Awareness) marketing.
Feedback from Hamee Corporation
In this demonstration project, we set our ultimate goals as “improving the accuracy of our marketing measures” and “being able to visualize our advertising effectiveness”. Because Koeeru took into consideration aspects essential to digital marketing, including data structures and customer information, we were able to organize our overall strategy better. In the process of the demonstration experiment, were were able to lay the groundwork for the consistent collection of consumer data and its linkage to answers collected via surveys.
In the future, we hope that Koeeru develops additional functions, including ways to visualize advertising effectiveness and the implementation of user survey functionality and actions for target customers. With these, we would be able to realize Hamee’s commerical digital transformation, utilizing data even more effectively for practical analysis and implementation of new marketing measures.
Future Development Plans
During March 9th and 10th Kanagawa Innovation Days Meetup Fes 2023, sponsored by Kanagawa BAK and Eicon, we received a lot of positive feedback and interest in our solution. We have already started discussions with other companies on introducing the service to them, and we aim to add significant value to the e-Commerce industry as a global, digital solution for the better measurement and understanding of customer information across a wide variety of touch points. If you are interested in using this service for your own company, please do not hesitate to contact us.
Company Profiles
Koeeru Inc.
- Established: March 2021
- Representative: Soji Nagano, President and CEO
- Location (Japan): Yamaguchi Building 3F, Ogigayatsu 1-8-1, Kamakura, Kanagawa, Japan
- Location (Vietnam): Ngoc Khanh Plaza 17F, No 1st Pham Huy Thong, Ba Dinh, Hanoi, Vietnam
- Business: Koeeru provides unique digital transformation solutions through the development voice of consumer customer data platforms, customized in-house through design-thinking principles
Hamee Corporation
- Established: May 1998
- TSE Prime Stock Code: 3134
- Representative: Ikuta Mizushima, President and CEO
- Location: Square O2, Sakae-cho 2-12-10, Odawara, Kanagawa, Japan
- Business: Hamee provides EC and SaaS business support, develops and manufactures smartphone accessories, and conducts EC development projects in the U.S., China, and South Korea
Eiicon Corporation
- Established: April 2023
- Representative: Ayuko Nakamura, President and CEO
- Location: Sumitomo Fudosan Toranomon Tower 5F, Toranomon 2-2-1, Minato-ku, Tokyo, Japan
- Business: Eiicon operates the open innovation platform AUBA, conducts event planning and support services, and does sourcing services
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