Food EC site management

Food Culture Co., Ltd.

As the number of offline visits by customers decreased in the coronavirus era, we started a direct mail campaign, but the access rate to our e-commerce site from QR codes included in direct mail remained at around 10%, and it was difficult to increase the rate of access to our e-commerce site. The issue was implementing measures.

At the same time as customer personalization, the design improves the prominence of text and images based on Explainable KANSEI, increasing the access rate to QR codes by more than 8 times compared to previous models! This led to major sales promotion.

"Shokubunka Co., Ltd." operates an e-commerce site where general consumers can easily purchase fresh and processed products from all over the country with a wide selection and quality.

When direct mail was sent to customers to inform them of a campaign aimed at promoting sales, the access rate from the QR code was sluggish at 10%, so they worked on improvements using Explainable KANSEI.

Before improving the direct mail design, we analyze the current customers based on survey results in order to create a design that suits the customer.

Based on a survey conducted to classify customer types based on behavioral economics, we classified them into three typical customer types: bandwagon, brand-oriented, and self-centered.

As a result of analyzing the causes of lack of access to the QR code based on the current design, we identified the issue of ``weak conspicuousness'' overall.

The design has been improved to make the title text and image more noticeable, increasing the attention of the image by 1.68 times.

Furthermore, we created three types of after designs based on the type of customer.

We have achieved great results by improving the design of various materials such as advertisements, menus, web packages, etc.

Please check the results for yourself.

In addition to the color that gives a sense of luxury, we have improved the way to draw attention to the meat, increasing the reservation rate from the web to 172%!

From multiple web design options, you can objectively and quantitatively narrow down the options to those that are close to your appealing image and attract attention!

The improved package design received a high score of 4.6 out of 5 when evaluated by experts!

With service materials, webinars, and demo videos. If you see this, you'll definitely want to use your Explainable KANSEI.