Speaker profile

Mr. Yusuke Komatsu Yusuke Komatsu[Photo right]
Colabofactrepresentative /BsidefunnyCDO Co., Ltd. 
Joined Members Co., Ltd. after graduating from Hosei University. Six and a half years of experience in website construction/operation direction and project management for major domestic financial institutions and manufacturers ・Management of the companyEngaged in char. Joined Amazon Japan GK from 2015. After two years of experience as a site merchandiser in digital marketing, from strategy to execution and analysis, as a buyer, experienced business strategy, P/L management, demand forecasting, and product planning in the category in charge. From March 2019 PrincipleCo., Ltd.Participated in. Launched a dedicated sales department, and since October 2020, has been in charge of launching the company's DX business department and responsible for business operations. May 2021BsidefunnyParticipated in a corporation as a partner and CDO. Independent as a sole proprietor from June 2021. 

Manami Ota (photo left)
Macnica Company DX Division AI Business Department Section 1
For customers aiming to transform their business through the use of AI, mainly in the e-commerce industry, we provide support for setting issues, proposing solutions, implementation, and operations.

TakaoHagiwara[author], KenjiShiota[copy]

[EC Business Growth x AI] Series No. 2 INDEX

1. Understand that users who read all product detail pages are in the minority and take countermeasures
2. "Automatic category assignment" and "important attribute scoring" to reduce costs and reduce the risk of personalization
3. What is the high-speed PDCA that is essential for creating product pages that are easy to find and easy to purchase?

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▼ Click here for the first article in the series
What are the specific measures to grow your EC business? Explain the points to keep winning in the expanding EC market!
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1. Understand that users who read all product detail pages are in the minority, and take countermeasures

First of all, I have experience in digital marketing and buyers at Amazon Japan G.K.Mr. Komatsu,ECPoints to note in making sales of the site were introduced.

"E-commerce site sales can be expressed by the formula 'number of visits x CVR x purchase unit price'. To increase sales, it is necessary to improve these three elements, but the highest priority is CVR. We tend to pay attention to measures to attract customers to increase the number of visits, but even if the number of visits increases while there is an issue with CVR, it will result in ``there is no product you want to buy'', ``cannot find'', ``(out of stock) There will be an increase in the number of users who say they can't buy it, and it may even damage the image of the e-commerce site itself." (Mr. Komatsu)

Next, Mr. Komatsu cited "product information," "inventory," and "pricing" as the main factors that affect CVR. In addition, the number of reviews and the number of delivery days are also affected, but the three mentioned above are particularly important.

“The main theme of this session is product information. Product information should include information that will be the decisive factor for visitors to purchase, and it should be possible to smoothly search for products that match the conditions. For that purpose, the points that should be particularly focused on are labels and categories.” (Mr. Komatsu)

Category literally refers to the classification that is often used in the navigation menu of EC sites. Labels refer to the elements (attributes) that make up the product title on an EC site, such as "brand name", "product category", "product name", "model number", and "spec attributes".

“There are two major ways in which a user can search to find the product they want: by following the categories in the navigation menu, or by entering a keyword in the search window. is important.

In addition, the corresponding product list page is displayed for each route, and the user looks at the product title there and makes a primary sorting based on the brand and rough specifications. In other words, labels play an important role from the stage of searching for products.” (Mr. Komatsu)

Next, when the user moves to the product detail page and makes a purchase decision, it is required to post a product title that covers sufficient information with an appropriate label.

“Analyzing the behavior of users visiting e-commerce sites shows that very few people look at all the information on the product detail page. People buy products based on reviews, etc. Therefore, it is necessary to include important information (labels) in the product title when making purchasing decisions.” (Mr. Komatsu)

Optimizing product information centered on labels and categories is essential for making it easier to find products and providing sufficient information for making purchasing decisions. For this reason, Mr. Komatsu points out, "Even if it is a large-scale e-commerce site that handles tens of thousands of SKUs, all of the necessary product information must be fully described and optimized."

“Even if we can allocate resources to mainstay products, which are the pillars of sales, due to operational resource constraints, information leakage and difficulty in understanding long-tail products with small individual sales will occur. It tends to happen often, but that's why it can be said that it's an area with room for growth.

That said, it would be unrealistic to manually organize, operate and manage a huge amount of product information on a large-scale e-commerce site. This is where the use of AI becomes effective. By automating part of the work related to label and category optimization and building a scalable system, it is possible to improve operational efficiency and maximize results.

2. "Automatic category assignment" and "important attribute scoring" to reduce costs and reduce the risk of personalization

Next, Mr. Ota of Macnica gave an explanation about the management of product information using AI.

The company supports the management and optimization of product information on ASKUL Corporation 's EC site with AI services. One of them is "category automatic assignment".

Click here for more

The rest is explained in the white paper. Please feel free to download and take a look.

▼Click here to download the white paper (free) 

3rd time ECsiteoperationTokeepShortageaccording tolost opportunityof"Inventory management points" to reduceCommentary onWe are planning.
looking forward to! 

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▼ Product management support AI CrowdANALYTIX for EC to support expansion of EC site product lineup
Click here for details