A popular local Western confectionery shop connects with fans by opening an official LINE account.
A case study of over 180 friends in the first month
(We will introduce one of the sales improvement trials, LINE registration strategy.)
✅Business content : Operational support for existing sites ✅Objective : Sales improvement ✅Area of responsibility: Marketing support, advertising operations
Project Overview
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I am currently supporting the online store operations of a popular local pastry shop. In December 2023, they launched an official LINE account as part of their marketing efforts.
Project highlights
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Although the store was loved by locals and had many repeat customers, it did not have an official LINE account. Therefore, we aimed to make the previously invisible fans visible and build a foundation for building relationships by opening an official LINE account and encouraging people to register as friends.
Measures to promote friend registration
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1. Two campaigns tailored to customer attributes will be held simultaneously. Two campaigns, "Review posting" and "Official LINE registration", will be held simultaneously.
Both utilized Shopify's coupon function. For "review posting," discount coupons were given out to increase contact with existing customers and express gratitude, and for "official LINE registration," discount coupons were given out to attract new customers.
❷ Easy-to-understand rich menu We have set up the official LINE structure, settings, rich menu, and response messages with consideration for customer flow to ensure that customers do not get lost.
❸ Improved advertising creative to increase traffic Ad creative was also improved to coincide with the launch of LINE.
We adjusted the design and copy of the banner ads that were proving to be effective in order to improve the overall CTR (click-through rate). As a result, the ad CVR improved from 1.49% in September to 3.62% in December.
Results in the first month
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In the first month since the official LINE app was launched, over 180 new friends have been added, and 17 reviews have been submitted, which is a very pleasing result.
Future measures
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Promoting LINE registrations at events nationwide
At special events being held across the country from the beginning of the new year, measures will be implemented to encourage people to register as friends, combining pop-ups and appealing to the public. To measure inflow, the "Friend Addition Route" function of the LINE official account will be used.
summary
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At first glance, distributing coupons may seem like a normal initiative, but by taking into account customer attributes, movement patterns, and even advertising, it produced significant results.
This is an example of an operation that reminds us that when operating an online shop, it is important to look at the whole picture, rather than just a part of it.
So, if you have any questions about building, renovating, or operating an online store using Shopify, please feel free to send us a DM!
