| Industry | Retail: DIY Products (Wallpaper) |
|---|---|
| Annual Revenue | Approx. ¥2 billion |
| Employees | 50 |
| Services Provided | Strategy Development / Marketing Strategy / DAY1 Culture Training |
While strong enough on Rakuten to win "Shop of the Year," they continued struggling on Amazon. The company was plagued by this contradictory situation. Having achieved ¥2 billion in annual revenue in the niche wallpaper market, EC was core to their business. But having channels where they won and channels where they struggled signaled a growth ceiling.
"Why can we win on Rakuten but not on Amazon?" Without finding an answer to this question, the pre-engagement situation involved piling up ad-hoc measures.
Meets Consulting's first initiative was thoroughly answering: "How do customers differ between Rakuten and Amazon?" Different channels mean different purchasing motivations, information needs, and decision-making processes. Understanding these differences became the starting point for all improvements.
Detailed analysis of customer characteristics, purchasing behavior, and competitive landscape across both Rakuten and Amazon. Established the shared understanding that "even the same product requires different channel-specific messaging," creating channel-specific product selection criteria and messaging guidelines.
Starting from the company's mission and values, we searched for unique positioning unoccupied by competitors. "Developing differentiation strategy from our company's mission and values deepened our self-understanding" — this process brought not only external differentiation but also organizational self-awareness.
Based on customer insights and competitive gap analysis, proposed new product directions. Embedding a customer-and-manufacturer-combined sales approach (DAY1 Culture) into the organization established a consistent framework from product development through to sales.
Through channel optimization and differentiation strategy execution, the struggling Amazon sales improved, reclaiming TOP share in the wallpaper market. A growth structure across both Rakuten and Amazon channels was established.
"In the niche wallpaper market, they conducted detailed analysis to grow our sales. As a result, the products to focus on per sales channel became clear. Additionally, developing differentiation strategies and new products based on our company's mission and values deepened our self-understanding."— Retail (DIY Products), Manager
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