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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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.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.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.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.
8.2
新規顧客を真に定着させるには？
「 コマースクリエイティブ 」の必要性
ここからは前節の考え方を踏まえ、より具体的に
「
成功する
CRM
施策
」
を
立案するための企画設計について掘り下げます。
HAKUHODO EC
+ではコマース領 域で生 活 者がワクワクするような購
買体験やエグゼキ
ューションを開 発することを
「
コマ ースクリエイティブ
」
と呼
び、この章のテーマのような
「
EC
に通い続け、買い続けてもらう
」
ことを目 指
した施策も数多く手掛けています。
「
コマ ースクリエイティブ
」
を設計するには、次の三つの目線が重要です。
①クリエイティブな視点を大切にすること
単なる商品販売にとどまらず、
EC
サイトに通い続け、買い続けてもらうた
めには生活者に
「
また来たい
」
と思わせるような魅力的なコンセプトやキャン
ペーンのアイデアが重 要です。
例えば、商品紹介一つと
っても創造性は欠かせません。共感ポイントを押
さえながら引き込まれる話の筋を作ることができれば、
EC
サ イト と ユ ー ザ ー
の間に強い感情的つながりが生まれます。また、季節ごとの特集も、継続的
に関 心を引くストーリーをデザインすることができれば 、リピーターを増 やすこ
とが 可 能 になります 。
②生活者発想で考えること
EC
サイトでの体験を設計する際にも、常に生活者の視点で商品やサービ
スを捉えることが不可欠です。
具体的には、商品の購入プロセスだけでなく、商品に出会う前の生活者の
179
第 8 章
Q.5
もう一度物を買いたくなるための仕掛けって？
chap08_EC.indd ...
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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.