Secrets of Improving "F2 Conversion Rate" in Rakuten/Yahoo: CRM Scenario Design Conquering LTV Branch Point After First Purchase

In modern times where CPA in EC malls continues to soar, key to business growth depends on "how not to end with one-time purchase". Especially in mall environments like Rakuten and Yahoo! Shopping, "F2 Conversion Rate" where first-time buyers purchase for second time becomes most important branch point for LTV (Customer Lifetime Value) maximization. From perspective of retention marketing, we explain specific measures of CRM scenario design based on data from professional's perspective.

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1. Why "F2 Conversion" Influences Value Chain of Mall Operation

Trap many EC businesses fall into is deterioration of ROI due to "new acquisition supremacy". Cohort analysis reveals reality that more than 80% of customers acquired by spending advertising costs leave without purchasing second time. It is statistically significant that customers who succeed in F2 conversion (raising from first to second time) have dramatically higher continuation rate to F3 and F4 thereafter. In other words, F2 conversion is not just repeat measure, but leverage point that changes profitability of entire business.

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2. Optimization of Step Emails Reverse-Calculated from Purchase Cycle and Cohort Analysis

Basis of CRM is "delivering message to appropriate segment at appropriate timing". For example, for customer who purchased 30-day supplement, scenario design to automatically deliver follow-up email with coupon around 25th day just before consumption is required. This is "anticipating demand", not "resolving deficiency". Personalized approach that does not damage brand experience accelerates F2 conversion.

3. Synchronization of Point Ecosystem Specific to Rakuten/Yahoo and CRM Measures

Malls have powerful purchase incentives such as Rakuten's "Shopping Marathon" and Yahoo!'s "Days ending with 5". By synchronizing own CRM scenario with these events and sending reminders according to point-up period, maximization of close rate conscious of attribution can be aimed. Strategic promotion using mall's "buying time" not purely for company's convenience is necessary.

A professional conceptual image representing customer loyalty and rewards, showing a hand holding a smartphone with a stylized star and point system icon floating above the screen in a clean environment.

4. Transition of Retention Rate and Simulation Seen in Data

The graph below is comparison simulation of F2/F3 conversion rates before and after introducing CRM measures. Visualized data proves how approach at appropriate timing contributes to retention improvement.

FAQ

Q. Is R-Mail of Rakuten enough for CRM?
A. R-Mail is also effective as a basis, but by using advanced segment delivery according to customer attributes and LINE linked CRM tools with high open rates together, more reliable F2 conversion can be expected.
Q. What kind of initial package inserts contribute to F2 conversion?
A. Storybooks that reaffirm brand benefits, "time-limited" thanks coupons that strongly boost next purchase, or sample products aiming for cross-sell are effective.

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Summary

In the EC market where acquisition costs keep rising, focus on "F2 conversion" is essential for sustainable growth in Rakuten/Yahoo. Let's build CRM scenario maximizing LTV by combining step emails tailored to purchase cycle, synchronization with mall events, and package insert measures enhancing customer experience.

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

References

  • [1] E-commerce Retention Marketing Metrics and Benchmarks 2024
  • [2] Rakuten Merchant Strategy Guide: Customer Loyalty Programs
Disclaimer: This article is for informational purposes only and does not substitute for professional advice. Specific results vary depending on market environment and implementation status, and are not guaranteed.