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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ることで、ユーザーは自然とそのブランドに対しての愛着が生まれ、
「
また来
たい
」「
また買いたい
」
と思うようになります 。
「
ストーリーセリング
」
を通じ
て、ユーザーは単なる買い物ではなく、ブランドとの感情的なつながりを求
め、継続的な購買に至るのです。
EC
で買い続けてもらうための方法論と四つのステップ
以上のように、三つの各ツボに合わせたアプローチでユーザーの期待を超
える体験を提供することで、
EC
サイトへのリピート意欲が強化され、継続的
な購買行動を促進できます。一方で、生活者のツボを理解していても、実際
に
EC
サイトに実装できなければ、絵に描いた餅で終わってしまいます 。 ここ
では、三つのツボを押さえながら、
EC
で買い続けてもらうために何をどう実
装していくべきか、その方法論を四つのステ
ップでご紹 介します
（
図8.2.1
）
。
図8.2.1
EC
で買い続けてもらうための方法論：四つのステップ
ステップ①：
EC
ならではの集客・体験装置を作る
まず、
EC
サイトでの集客と体験を強化するには、ユーザーが楽しみなが
ら 訪 れ たくな る
「
集客・体験装置
」
を整えることが必要です。単に商品の購
④ 全 体 を 一 貫 性 の あ るコン セ プトストーリーで パッケージ 化 する
②
集 客・体 験 装 置と
事 業 の ビ ジ ネスドライバ ー を つ なぐ
①
EC
ならで はの
集 客・体 験 装 置 を 作 る
③
EC
ならではのニーズに的 確に応える
185
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.