"Totono Mist" is one of the main flagship products offered by Fanfare Co., Ltd., which markets 12 different products.

However, there was a period when the number of sales declined.

As a countermeasure, we took steps such as changing the wording and structure on the product landing page, but it was not enough to dramatically restore the number of cases.

The new measure introduced under such do-or-die circumstances was the implementation of a chatbot.

(Chatbot placed at the bottom right of the Totonou Mist landing page)

As a result, the CVR improved by 120%.

Due to strong sales, the situation has completely changed, and the possibility of being “out of stock” has come to mind.

For this feature, we interviewed Mr. Yuji Yamauchi and Ms. Natsuki Hyodo, who are in charge of sales for “Totono Mist” at Fanfare Inc.

Mr. Hyōdō (left) and Mr. Yamauchi (right)

I’m Hayato Wakou, in charge of Customer Success at wevnal Inc., the company that develops and provides the chatbot service “BOTCHAN.”

Wakou, who is in charge of customer success at wevnal

We asked about the appeal of “Totono Mist” and the changes that have come from introducing “BOTCHAN.”

Its appeal lies in its convenience and the tangible results it delivers.

Wakou (hereafter, “━━”): To begin, could you once again tell us about the appeal of “Totono Mist”?

Yamauchi (hereafter, “Yamauchi”): The greatest appeal of Totonou Mist, and the point our customers most often mention, is how easy it is to use—“you just spray it on and your skin becomes beautiful.”

Yamauchi: In today’s busy world, many people don’t have time in the morning and are tired at night, so I think a key feature is that you can simply spray it on your face and then just wait—nothing else is required.

Another appealing aspect of Totonou Mist is the clear sense of effectiveness. Customers appreciate how the mist, once it has absorbed pore impurities, turns cloudy and dark, and how smooth their skin feels after rinsing with water. These tangible results are frequently cited as a major reason for their satisfaction.

It all started with a decline in the number of sales transactions.

━━ Thank you very much. As you moved forward with sales of Totonou Mist, what led you to become interested in BOTCHAN?

Yamauchi: The issue was that sales of Totonou Mist, which we had long treated as one of our main products, had started to decline. As a countermeasure, we had been changing the wording and structure of the product landing page, but significantly increasing the CVR (purchase rate) proved to be quite difficult...

Given that situation, we decided to introduce a chatbot as our next new initiative. I had already been aware of chatbots as a tool for some time, since our ASP provider had mentioned them to us from time to time.

Hyodo (hereafter, Hyodo): When the number of units sold starts to decline, it also becomes harder for ASPs to keep handling that product. After all, ASPs want to work with products that sell. Against that backdrop, there was quite a bit of talk in the e-commerce industry at the time along the lines of, “Products that have a chatbot installed on their landing page are seeing strong sales.”

In fact, we had also been hearing from ASP partners saying things like, “If you could add a chatbot to your landing page, we’d really like to work with you.” Based on that, we were introduced to BOTCHAN by an agency we already had a relationship with, and that is how we came to implement it.

CVR improved by 120%, averting a potential “out-of-stock” crisis

━━ At the time, sales of Totonou Mist had temporarily declined, and you had also heard about the reputation of chatbots in the e-commerce industry. These were some of the reasons you decided to implement BOTCHAN. What actual results did you see?

Yamauchi: After we implemented BOTCHAN, our CVR increased by a factor of 1.2.

Hyōdō: There were also times when we completely ran out of stock of the product.

━━At first, I actually had no idea that we were almost out of stock. So when I first looked at the BOTCHAN management screen, the number of sales for the day was shown as “4,” which was far lower than usual, and I thought the screen must be broken… (laughs).

When I hurriedly contacted Hyodo-san, I was told, “We’re running low on stock, so we’re currently refraining from promoting to new customers…” I was relieved to know it wasn’t a malfunction.

If BOTCHAN has been able, even in a small way, to help increase your company’s sales numbers, we are very pleased. Finally, with regard to BOTCHAN, do you have any requests for features that you think would make it even better?

Yamauchi: It would be great if we could easily run A/B tests within BOTCHAN’s management dashboard. We want to keep maintaining this high CVR going forward. For example, if we prepare two different scenarios and serve them in a 1:1 ratio, I’d like to be able to determine which one achieves a higher purchase rate.

Understood. We would very much like to reflect that functionality in future development of BOTCHAN. Thank you for your cooperation with today’s interview.

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