What is Rakuten Super Sale Time Sale List? Iron Rule of Exposure Maximization Store Managers Should Know

The 'Time Sale List' in Rakuten Super Sale is a special section boasting the highest class traffic within Rakuten Ichiba, where tens of millions of active users browse in search of the 'most attractive offers right now'. For EC store operators, acquiring the right to be listed in this list means securing explosive impressions and maximizing GMV (Gross Merchandise Value) accompanying it. However, mere listing does not grant publication. Clearing strict publication standards and preparing strategic assets are indispensable. In this article, we analyze the platform algorithm and user behavior and explain professional iron rules to maximize exposure.

1. Structure and Importance of Rakuten Super Sale Time Sale List

During the Rakuten Super Sale period, the 'Time Sale List' linked from the main line of Rakuten Ichiba functions as a catalog of discounted products dynamically updated on the time axis. Because users visit this page with 'anticipation', purchasing intent is extremely high compared to non-sale times.

From the store side, it becomes a 'booster for acquiring new customers' expanding reach to other than existing shop followers. Publication in this slot (especially the super featured slot) requires prior 'Featured Product Application' through RMS (Rakuten Merchant Server), and only selected products that passed Rakuten's screening can stand in this prime location.

2. Wall of "Double Price" and "Inventory Count" to Win Listing

To ensure publication in the Time Sale List, both compliance and supply capacity are required. The following 3 points are MECE checkpoints to pass the screening.

• Consistency of Discount Rate and Double Price: 'Half price (50% OFF) or less' is the de facto standard for the featured slot. Based on past sales performance, it is necessary to correctly set 'Double Price Display' on RMS that does not conflict with the Act against Unjustifiable Premiums and Misleading Representations (Premiums and Representations Act).
• Guarantee of Supply Power (Inventory Count): Inventory count that does not sell out immediately even if access is concentrated and can expect sufficient sales is required. Opportunity loss due to out of stock also affects store scoring.
• Visibility of Thumbnail (CTR Optimization): The list page is a battleground where many products are lined up. Creative that conveys 'what' and 'how much/profitable' at a glance influences the Click Through Rate (CTR).

3. CVR Impact of Time Sale Slot Seen in Data

Analyzing based on actual figures, it is not uncommon for the Conversion Rate (CVR) of products listed in the Time Sale List to see a 300% - 500% improvement compared to normal search inflow. This is because the list itself functions as a filtering device for 'users assuming purchase'. The chart below is a comparison model of traffic transition during the sale period.

4. Strategy to Connect Inflow from Time Sale List to "Buying Around"

Inflow from the list page has the challenge of ending with a single item purchase (one-off sales). To increase LTV (Lifetime Value) and maximize ROAS, circulation design within the store is indispensable.

• Placement of Upsell/Cross-sell: Recommend related products or products that become 'Free Shipping if bought together' on the time sale product detail page.
• Utilization of Point Multiplier in Store: Stimulate purchasing intent for products other than sale items by using '10x points for all items in shop' together.
• Origin of CRM Measures: Distribute thank you emails and coupons usable next time to new customers who purchased in the sale to convert them to repeaters.