Sokai Drug, which operates one of Japan's largest e-commerce sites for daily necessities within the Dentsu Inc. and Sumitomo Corporation Group, has agreed to collaborate on test marketing utilizing the e-commerce site operated by Sokai Drug. They will conduct verification of more integrated service proposals and data utilization, as well as omnichannel strategies linked with physical stores, for companies selling products on the site.
This collaboration responds to growing corporate demand for more effective integration between advertising communications and in-store sales promotions. Additionally, as sites become richer in content, consumers increasingly use e-commerce sites not just as "shopping destinations" but also as "information gathering platforms" (the media-ization of e-commerce sites).
Given these circumstances, Dentsu Inc. and Sokaidrug have decided to collaborate on proposals that enhance the marketing ROI (return on investment) sought by client companies. This includes building sites aligned with consumer needs, offering more flexible product combinations, and implementing incentive strategies. Furthermore, by utilizing actual sales data, they will verify the effectiveness of advertising and sales promotion measures. They will also begin developing new marketing schemes with an eye toward omnichannel strategies, including building next-generation e-commerce sites and integrating with physical stores.
For test marketing, discussions are underway with multiple client companies to initiate testing, focusing on:
- and will verify: ① the optimal combination of appeal content and product packaging for attracting customers, ② the effectiveness of targeting, ③ the impact of incentive content on conversion rate (CVR), and ④ the potential for mutual customer referrals between e-commerce sites and physical stores.
<Sokai Drug Company Overview>
Company Name: Sokaidrug Co., Ltd.
Location: 1F Kojimachi Mitsuba Building, 3-5 Nibancho, Chiyoda-ku, Tokyo
Representative: Noriaki Komori (Representative Director)
Established: August 11, 2000
Website: http://www.soukai.com/
Business Overview: Operates e-commerce sites for daily necessities: Soukai Drug, Soukai Pet Store, Soukai Drink Specialty Store, and Net Baby World.
Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2015/0406-004022.html
