March 2025
248 pages
7h 10m
Japanese
Content preview from EC起点の事業変革 博報堂式 ECから始める、これからのマーケティング
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CRM
施策を設計する
このように基本的な仕組みが整ったら、 次に
CRM
の方針を決め、施策を
設計するフ
ェー ズに 入ります 。
施策を設計する際には、
図8.1.2の分類を参考に整理しながら行います。
図8.1.2
CRM
施策の分類
F2
転換施策
F2
転換施策とは、お試し商品などを初めて買った お 客 様 に 、二 回 目
（
F2
＝
Frequency 2
の略
）
の購入を促すための施策です。
多くの
EC
ビジネスでは、初回トライアルのハードルを下げるために、 値引
き や プ レ ゼ ント の オ フ
ァーをユーザーに提供するのが一般的です。結果的
に、商品を実際に使用して良さを実感してもら
った後、通常価格
（
もしくは 値
引き幅を抑えた価格
）
で 購 入してもらう
「
二度目の壁
」
への対応が非常に重
要 に なります 。
顧客の満足度を高め、
LTV
を最大化する
CRM
の目的
初回 購入者に対し、 二回目の購 入を 促 進 するための 施 策
F
2
転換
購入 回 数に限らず、リピート購 入を促 進 するため の 施 策
リピート
促進
顧 客 のロイヤルティを高めるための施策
ロイヤルテ
ィ
向上
しばらく購入していないユーザーに再購入を促す施策
休眠
復活
174
第
3
部
生活者視点の戦術立案
chap08_EC.indd 174chap08_EC.indd 174 2025/02/13 14:462025/02/13 14:46
この
「
二度目の壁
」
を超えるためには、初回購入後に商品やブランドの良
さをし
っかりと実感してもらうためのシナリオの設計が欠かせ ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.