F2 Conversion Rate Maximization "Initial 90 Days" CRM Scenario Design: Iron Rules for Churn Prevention in Rakuten/Yahoo!

In EC business, sustainable growth of sales depends not on number of new acquisitions but on how acquired customers purchase "2nd time", that is, F2 Conversion Rate. Especially in platforms like Rakuten and Yahoo! Shopping, it is not an exaggeration to say that communication design of "initial 90 days" after first purchase determines 80% of subsequent LTV (Customer Lifetime Value). in this article, we explain in detail strategic CRM scenario to connect to repeat without missing timing when customer's enthusiasm is highest.

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1. Why "Initial 90 Days" Divides Fate of LTV

Trap many EC persons in charge fall into is concentrating budget on new acquisition and postponing approach to existing customers. However, statistically it is proven that probability that customer who did not purchase 2nd time within 90 days from first purchase becomes repeater afterwards is extremely low. This period is "trial period" to verify whether customer evaluates value of product and habituates purchasing behavior from MECE (Mutually Exclusive and Collectively Exhaustive) perspective. Role of CRM involves presenting appropriate benefits within this period and maximizing retention.

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2. "3 Psychological Walls" Blocking F2 Conversion and Solution

Reasons why customers do not purchase 2nd time are mainly 3 points: "Forgetting", "Divergence from Expectation", and "High Purchase Hurdle". Scenario design to logically resolve these is required.

3. Platform CRM Strategy Unique to Rakuten/Yahoo!

In Rakuten/Yahoo! Shopping, mall-specific events (Shopping Marathon, days with 5) are strong purchase motives. Syncing CRM scenarios with these is essential. For example, using 'Thanks Mail' or 'R-SNS' to remind during high point return timings dramatically improves conversion. This maximizes platform leverage.

4. Transition of Repeat Rate Seen in Data

The following chart is simulation comparison of F2 conversion rate when appropriate CRM measures are taken vs when left alone. Importance of initial intervention can be understood visually.

5. Practice: Golden Ratio of Step Mail and Package Inserts

Hybrid strategy of digital (Mail/LINE) and analog (Package Inserts/DM) is most effective from omni-channel perspective. Inclusion of "Brand Book" maximizing impression when opening product, and "Repeat Promotion Mail" arriving when product runs out. This optimization of timing is true essence of CRM.

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FAQ

Q. CRM in Rakuten has strict terms, but how far is it possible?
A. Within scope complying with Rakuten's guidelines, utilization of Thanks Mail, R-Mail, and Package Inserts is possible. Especially offline approach by package inserts is less subject to restrictions of terms and is very effective means to enhance engagement with customers.
Q. How much should target value of F2 conversion rate be set?
A. Depending on product, generally set 30%-40% for consumables like supplements and cosmetics, and 15%-20% for apparel and miscellaneous goods as first benchmark (KGI/KPI).

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Summary

F2 conversion holding key to LTV improvement is created not by chance but by "design". Delivering appropriate message at appropriate timing close to customer psychology for 90 days after purchase. By combining platform strategy understanding characteristics of Rakuten and Yahoo!, it is possible to minimize churn and build strong fan base. First, start by analyzing own customer data and identifying where first churn point is.

Published: 2026-1-15 / Author: Osamu Yasuda

References

  • [1] E-commerce Retention Benchmarks (2025)
  • [2] Psychological Impact of Post-Purchase Communication in Digital Marketplaces
Disclaimer: This article is for informational purposes only and does not substitute for professional advice. Specific results are not guaranteed.