The Kaneka Group's Your Health Care revamps their EC system infrastructure

~Constructing a mechanism to promote subscriptions~

Works Applications Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director, Chief Executive Officer: Masayuki Makino; hereinafter “WAP”)  is pleased to announce that we have received orders for "COMPANY E-Commerce", "COMPANY CMS", "COMPANY E-Marketing", and "COMPANY E-Support" from Your Health Care Co., Ltd. (Headquarters: Kita-ku, Osaka; President: Shoji Nagae; hereinafter "Your Health Care") and the software are now in operation.

Revamping the system infrastructure with the aim of centralized management of complicated customer information and increasing the number of subscription customers.

20160901_4.pngYour Health Care is a 100%-owned subsidiary of Kaneka Corporation (hereinafter, "Kaneka"), the comprehensive chemical manufacturer that was the world's first to succeed in the production of the material "active form of coenzyme Q10 (Ubiquinol)", and is expanding their business of mail-order sales of supplements,etc. including "active form of coenzyme Q10 (Ubiquinol)". As the popularity of "active form of coenzyme Q10 (Ubiquinol)" increased, work in the EC system that supports mail-order sales became more complicated. For example, each time there was a campaign the extraction of subjects had to be performed manually, it was not possible for the call center to process orders while performing customer support, and so the situation was inefficient. In addition, Your Health Care performs mail-order sales specializing in approximately 20 products such as supplements, etc. and finding ways to increase subscription purchases with the aim of increasing sales was a challenge. As a solution to this situation and in anticipation of future membership increases, they adopted "COMPANY" EC Series products.

Enables not just increasing the number of subscription customers, but also developing new customers.

Through the implementation of "COMPANY" EC Series products this time, the following three points have become possible for Your Health Care:

1Extraction of new customer groups that should be approached through the utilization of comprehensive sales analysis functions.
The sales analysis work that used to take more than half a day using Excel can now be completed in less than an hour. By using the time saved to perform new RFM* analysis, etc., it has become possible to extract new customer groups to approach from among existing customers.

2Easier implementation of measures aimed at increasing subscription customers
By using the abundant standard features, it has become possible to implement measures such as targeted email magazine campaigns, detailed member rank setting based on analysis results, etc. In addition, future function enhancements will make it easier to take measures aimed at up-selling, such as recommending subscription purchases when a product is put in the cart during normal purchasing, etc.

3Greater efficiency in call center customer support
All information required for call center work, such as past support history, shipment delay information or frequently asked questions for operators, etc. can be seen on a single screen, and in addition, it has become possible to perform ordering work on the same screen while performing telephone support. Improving the work efficiency of call center work has resulted in reduced inquiries from operators to the main office, etc. and has improved the quality of customer support.
WAP's no-customization, free-of-charge upgrade concept contributes to improving the information investment efficiency of Your Health Care and will support their continued customer base expansion and increasing sales through the system infrastructure.

※RFM analysis:
Classification of customer purchasing behavior according to the three indicators of Recency (how recently a customer has purchased), Frequency (how often the customer purchases), and Monetary (how much the customer purchases) to select and rank customers.


Kaneka Your Health Care Mail-Order Web Shop


▼Mobile Website
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Media Contact:

Works Applications
Chuzen Kin, Kyoko Kado

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