What is Rakuten Point Calendar? The MECE Holistic View of Point Redemption that EC Beginners Should Grasp
In store operation on Rakuten Ichiba, the "compass" that controls the waves of sales is the Rakuten Point Calendar. The biggest wall faced by beginners who have just entered the EC business is grasping the intricately intertwined point redemption campaigns. This article organizes the promotional schedule of the Rakuten economic block in a MECE (Mutually Exclusive and Collectively Exhaustive) manner, and explains the basic knowledge required to achieve strategic store operations.
Table of Contents (Click to Expand)
1. Definition and Importance of Rakuten Point Calendar
The Rakuten Point Calendar is a schedule that visualizes on a monthly basis major events held on Rakuten Ichiba such as "Shopping Marathon" and "Rakuten Super SALE," as well as regular point multiplier days like "Days ending in 5 and 0."
In EC operations, a user's purchasing behavior depends heavily on point redemption rates. Being aware of "when, and at what timing points will increase" in advance connects directly to the optimization of inventory management and ad operation. Especially while still a beginner, it is necessary to integrate not only Rakuten's official events but also your competitors' trends and your own resources into this calendar when considering strategy.
2. MECE Structural Breakdown of Point Redemption
Rakuten's point redemption system is complex, but when organized from a MECE perspective, it can be classified into the following 3 layers.
- Base Layer (常設）： SPU (Super Point Up Program）base multiplier rate from。
- Regular Layer (固定日）： '5th and 0th days' 'Customer Appreciation Day (18th)' 'Wonderful Day (1日）」。
- Event Layer (不定期）： Shopping Marathon、Rakuten Super SALE、such as Black Friday。
By combining these, it becomes possible for users to receive point redemption multiplying up to 40 times or more. Moving to the store's side, establishing days where each layer overlaps as "decisive days" and concentrating coupon issuances and point multiplier campaigns marks the basic strategy.
3. Winning Strategy for "Special Days" Beginners Should Target
During large-scale sale periods, one particular day that warrants attention is "days ending in 5 and 0." On the "5th" or "10th" during the Shopping Marathon period, multiple campaigns overlap, leading to daily gross merchandise volumes that skyrocket to several to over ten times that of a regular day.
A mistake easy for beginners to fall into is carrying out uniform promotions across all dates. If resources are limited, focusing your sights on the day with the highest peak on the calendar, and thoroughly enforcing advance "pre-orders" and "notices" becomes the key to CVR (Conversion Rate) improvement.
4. Influential Power of Campaigns as Seen in Data
The graph below shows relative gross merchandise value expectations for an average Rakuten store on each special day. It visually helps you grasp how great of an impact the Shopping Marathon and Super SALE have.
Frequently Asked Questions
- Q. 楽天pointsWhere can I check the calendar?？
- A. Rakuten's official promotion calendar is、 Store Operations -facing 'RMS (Rakuten Merchant Server）」can be checked from the campaign announcement page within. Additionally, predict from the previous year's resultsをit is also common to plan based on。
- Q. Should beginners participate in all events?？
- A. participating in all events mayをput pressure on profit margins。Start by focusing on 'Shopping Marathon' and '5th and 0th days,' pointsmultiplier and coupon campaignsをstarting with testing isis recommended。
Take Your EC Business to the Next Stage
Are you struggling with the complex campaign designs of Rakuten, or with creating a promotional calendar based on data?
Consult on Strategy for FreeSummary
The Rakuten Point Calendar is not merely an itinerary but a strategic tool to maximize a store's sales. Be organizing SPUs, specific days, and large events in a MECE manner, and allocating your own resources at optimal timings, it becomes possible for even a beginner to post reliable results. To start with, let's begin preparations for the next "days ending in 5 and 0."
Published: Feb 12, 2026
Author: Risa Watanabe
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References
- [1] Rakuten Group, Inc. 'Rakuten Ichiba Campaign Calendar'
- [2] RMS Store Operations Manual 'pointsand Coupon Campaign Basics'