Tutuanna, six months of customer research struggle!How to find a trigger to change segments | [Report] Web person in charge FORUM meeting 2021 Spring | Web representative Forum

Not only members rank analysis and RFM analysis, but also to understand customer insights and communicate, it is difficult to secure human resources and costs.In that issue, Tutuanna launched a research team in the company.

Tutuanna's Masaharu Ikeda and Kazuya Nishioka were on stage in the "Web staff FORUM Meeting 2021 Spring", and explained in detail the struggles for six months.

Launched an in -house team and conducted research on customer understanding by in -house.

"Tutunna" is a manufacturing and retailing of legwear and innerwear, mainly for women and children.Founded in 1973, it has 260 stores in Japan and 240 stores overseas, with more than 2,000 employees.In addition to communication at stores, in recent years, it has been actively disseminating information by owned media, and has been taking various measures with smartphone apps.

In particular, the app has been downloaded by 3.6 million in three and a half years in three and a half years, and has three -stage membership systems and benefits according to the annual purchase amount.The breakdown of 3.6 million app members is 770,000 EC members and 240,000 members who integrate both, including 85 % for silver members, gold, and 15 % for diamond members.There is.

Until now, Tutuanna has been developing a business based on the store, has been particular about the store with good access, and has increased its brand value by developing and proposing "cute" products centered on young people.On the other hand, there is a problem that digital investment such as EC (e -commerce) depends on the store, and new measures are required not only to increase the number of stores in the future, but also to grow further.rice field.

There are six steps to understand customer understanding there.

1. 顧客セグメントの設定
2. 顧客ピラミッドを構築し各層を整理
3. 各層にデプスインタビューを実施
4. より顧客層を理解した上で、ペルソナを設計
5. カスタマージャーニーマップの設計
6. 施策を立案し、評価アンケートの実施

There is also a budget, and research is not requested by other companies, and as a research team, Ikeda forms another project.With an industry -academia collaboration initiative, the whole strategy was formulated with three people.In addition, the digital marketing department to which Mr. Nishioka belongs was responsible for implementing measures, and proceeded in collaboration with the MD department and directly managed stores that are responsible for the product planning and design, the wholesale sales department, and the information system department.

As for data analysis, the number of purchasing data for 260 stores is first sucked up, and EC purchasing data and customer attribute data are integrated into Tableau.In the fall of 2021, we will link with MA (marketing automation) to achieve a 1TO1 communication mechanism by push distribution of apps and LINE and email.

A great grasp of the tendency of customers by seven segments

First of all, the customer segment for communication is to cut out "unrecognized customers" in brand awareness, "unpurchased customers" for purchase experience, and divide them into "royal customers", "general customers", and "religious anti -customers" depending on the purchase frequency and amount.Furthermore, by the next purchase intention and favor, the royal customer has been classified into "active royal customers" and "passive royal customers" and the general customer into "active general customers" and "aggressive general customers" and are classified as seven in total.。

In addition, a questionnaire survey was conducted for 1,103 women aged 13 and over, and a customer pyramid as shown in the following figure was built.On top of that, "royaling from general customers", "new guests", "aggressive", "aggressive", "positive royal customers' super royalization", "new employees of unknown customers", The priority was formulated where to start from the return of resignation customers.

In addition, the age distribution of each customer segment is organized and the distribution of the attribute of the customer pyramid has shown that the youngest "pure Young" has not been purchased and unknown.Originally, it should have been strong in this layer, but it has been seen that the investment in it may have been affected because it is delayed.

In an interview by segment, digging customer awareness and purchasing behavior

After sorting by seven segments, 7 royal customers (women in their 20s and 40s) and 5 general customers (women in their 20s and 30s) take about 2 hours to make a deep digging interview.We conducted a group interview with 11 members of the anti -anti -purchasing customer (women in their 20s).

The content is to listen to events and images from brand recognition to the present in chronological order.For example, I heard the brand, the image of the brand recognition, the opportunity to purchase the product, and the episodes that left an impression on it.He found the gaps of each layer, and followed the story of the royal and the reasons for the separation.

As a result, the depth interview has shown a clear difference in persona, such as personality, fashion sensitivity, price sensitivity, and purchasing products.

When the persona was created, we organized the customer journey.Many people have purchased for more than 10 years since they were recognized as a brand, and there is a flow of buying socks in school when they were junior and senior high schools to underwear and pantyhose purchases, and becoming a royal customer.Was revealed.We created a royal version and a general version of customer journey from the common feature of the behavior to why this cognitive route was established.

"New notice" that has been seen in the questionnaire analysis to 32 policy proposals

Based on this understanding of customer understanding, about 32 measures were created in -house, and about 1,500 consumers were able to respond to the measures in the web questionnaire.As a result, there were various awareness of products, stores, sales channels, services, etc., as well as measures that are effective for royal customers and general customers and measures that are likely to be effective in incorporating non -cognitive layers.For example, the following is a summary of the evaluation of each customer base for products related to products.

"The more you look at this questionnaire, the more various discoveries you see, and the hypothesis will be born more and more."

In addition, as the effects of purchasing and customer data analysis at Tableau, the accuracy of hypothesis by speeding up detailed analysis and using qualitative data is improved.For example, "Cross -use customer purchase amount is normal 3.Various awareness has been seen as numerical values, such as being three times, and the product with the highest repeat rate is pantyhose.It is said that this will be used for stores and digital measures to achieve 1 TO1 communication design.

Conduct measures based on the analysis

Based on these analysis, the following measures were planned and implemented.

① Contents of new membership (improvement of active rate)

In order to improve the membership rate, the conductor was changed when the app was downloaded (downloaded) and the conductor was changed.Before the change, I was able to get a 10%off coupon if I became a member.After the change, change to the first 5%off and the next 10%off coupon.The first DL number was maintained, but the F2 conversion rate was improved by 3%or more.

② General customer → Royalization measures (improvement of repeat rate)

The results of analyzing the "habit" of general customers purchased by the BI (Business Intelligence) tool revealed that "the repeat of pantyhose purchasers are high."Therefore, the same coupon regardless of the purchased product was implemented with a pinpoint "next coupon for tights purchasers", and the usage rate improved by about six times.

③ General customer → Royalization measures (improvement of customer unit price)

As a measure to improve the rate of sales rate and customer unit price, we plan to promote the purchase of "items such as socks and inner" in addition to legwear.We have made a royalization from general customers.

④ Unpurchased → New customerization measures

As a measure for unpurchased purchasers, we launched a collaboration project with influencers such as popular models and illustrators for teens who could become a "future customer".

⑤ Measures for super royalization

Regarding Super Royal, we are planning measures to continue to deepen the understanding of "what customers are looking for" and provide not only economic incentives but also emotional value.

⑥ Contents of measures to prevent separation

Based on the fact that there were many cases of separation due to reasons such as "the store was gone nearby" and "the age that did not fit the brand", sales channels were expanded, including opening stores in EC Mall.We are implementing measures to increase communication opportunities.

Aiming to be a loved brand

As a basic strategy of future measures, Mr. Nishioka has "expanded LTV (Life Time Value)", "Expandable Customer Share", and "Seamless Purchasing Experience" by digital promotion and EC.It is said that the company aims to be a "loved brand" by working together with the results of the survey.

In particular, in order to enhance digital measures, we are looking for companies that promote collaboration campaigns together in addition to securing human resources such as EC operations.

"We will continue to promote measures aggressively. If you want to challenge, we would like you to speak," said Nishioka and ended the session.