In this article, we introduce how Inglewood Inc. has addressed its challenges by implementing “BOTCHAN.” Due to the nature of its products, the company had many selection items and was facing issues with CVR and customer experience. We will take a closer look at the journey they have taken in close collaboration with the BOTCHAN CS team, as well as the behind-the-scenes success stories that led to an impressive improvement rate.
wevnal Inc. CS Hayato Wakao (hereinafter, “—”)
To begin with, could you please give us an overview of your company’s business?
Mr. Kazuki Yamazaki, License & Private Brand Business Division, Inglewood Co., Ltd. (hereinafter, “Mr. Yamazaki”)
Since our founding in 2005, our company has specialized in retail and developed multiple in-house brands. In addition, with our consulting business that leverages the marketing expertise we have cultivated internally as the other pillar of our operations, we continue to pursue optimal solutions across a wide range of areas from online to offline, covering every stage of the value chain.
Inglewood Inc. Service Site: https://inglewood.co.jp/
One of the company’s own brands, “Mitsuboshi Farm,” is a subscription service that delivers low-carbohydrate side-dish plates, carefully balanced according to its unique three-star standards.
Under the supervision of registered dietitians, you can choose any menu item you like from a selection that, in principle, contains 350 kcal or less, 25 g or less of carbohydrates, and 15 g or more of protein. Simply heat it in your microwave at home to easily enjoy meals overseen by top-class chefs.
Another key attraction is the extensive lineup of more than 80 menu options, including Japanese, Western, Chinese, ethnic dishes, and desserts.
Mitsuboshi Farm Service Site: https://mitsuboshifarm.jp/?letrotab=8468
— Mr. Yamazaki, what kind of work are you usually involved in?
Mr. Yamazaki
In the marketing domain of “Mitsuboshi Farm,” I am responsible for overall new customer acquisition, overseeing both online (web) promotions and offline initiatives.
Mr. Kazuki Yamasaki, License PB Division, Inglewood Co., Ltd.
— Thank you very much.
Please tell us about the challenges you faced before actually implementing “BOTCHAN.”
Mr. Yamazaki
Yes, the biggest issue was that our CVR was not high.
A certain number of customers felt that choosing a menu was troublesome or burdensome and dropped off at that stage. In addition, the UI did not sufficiently optimize the purchase flow for customers, so the overall user experience was not good.
Both quantitatively and qualitatively, I don’t think it was optimal either for our customers or for the business.
— Thank you very much.
What was the deciding factor in choosing to implement it?
Mr. Yamazaki
To speak about each one, with “BOTCHAN Payment” it was the compatibility with our cart system.
We chose to implement it because your company was the only partner that could both make what we wanted to do technically feasible and reliably support us with the necessary engineering capabilities.
Regarding the exit-intent pop-ups, at first we had implemented another company’s tool, but we were not able to run a proper PDCA cycle on the creatives, so it ended up being a “set it and forget it” implementation.
At that timing, we received a proposal from your company, and since you offered support for PDCA on creatives as well as functions that were difficult to achieve with other tools, we saw a potential path to improvement and decided to run an A/B test. As a result, your solution performed better in terms of the numbers, so we decided to switch over to your service.
— Thank you very much!
What did you honestly think of the proposal and its contents?
Mr. Yamazaki
From the proposal stage through to implementation and verification, you handled everything with exceptional care. You conducted thorough interviews down to the finer details, and your suggestions in response to our challenges were appropriate and strongly client‑focused. Even without us having to take the initiative, you proactively drove the work forward, which gave us the impression that you were running alongside us to deliver the brand value our company wants to offer to our customers.
— I’m very glad to hear you say that!
I’d also like to hear more about the story behind how you came to introduce it.
Mr. Yamazaki
Yes. When we first implemented “BOTCHAN Payment,” we faced the issue that what we wanted to do was difficult to achieve within the cart. However, the CS team conducted detailed interviews with us and developed a solution that skillfully combined our requirements with the cart so it could be implemented. That is precisely why I believe we were able to introduce it smoothly.
— So, how has it been since you actually implemented it?
Mr. Yamazaki
In fact, when I joined Mitsuboshi Farm, BOTCHAN Payment had already been implemented. However, as we were still in the early stages of launching the service, we were facing many other issues and were not yet able to make full use of the tool.
After we joined the project, we worked together with the CS team to improve the scenarios. We made proposals from our side, and your company also provided various suggestions, including examples from other companies, and together we optimized the scenarios over the course of one to two months. As a result, the CVR improved by about1.2%We were able to achieve this improvement. The higher CVR also led to a fundamental increase in the number of acquisitions generated by our web promotion ads.
We were also able to achieve significant improvements with the exit-intent pop-ups. Compared with the previous tool, the number of acquisitions has increased bymore than 200and the PVCVR has improved by approximately138%.We have been able to deliver results that far exceed our KPIs, and from an effectiveness standpoint, we believe this has contributed to driving the growth of our business.
— Thank you very much. I’m glad we’ve been able to contribute to your business.
How are you finding our response speed, our ability to work alongside you, and our creative output?
Mr. Yamazaki
That’s right. Whenever we want to do something, the CS team responds with the fastest possible turnaround, their response times are extremely quick, and even when irregular requests arise, they handle them promptly, so we feel very comfortable entrusting things to them.
Regarding scenarios and creatives as well, we feel the quality is extremely high. Looking at other companies’ cases and also at the proposals from your company, we are very satisfied with what you have presented to us.
— Thank you very much!
What does “BOTCHAN” represent for your company?
Mr. Yamazaki
They are a candid, run-alongside-us kind of “partner.”
We are a retail operator, and at the same time we provide solutions tailored to our clients’ challenges. In that context, rather than simply being a tools company to grow our business, I feel your company truly runs alongside us in the sense of delivering the optimal customer experience to our customers and enhancing our brand value. This is not only true for “Mitsuboshi Farm” but also for our other brands.
You have become a partner who not only helps grow the business, but also works with us to deliver brand value to our customers.
— I’m truly glad to hear you feel that way!
Please tell us what you expect from “BOTCHAN” and our customer support going forward.
Mr. Yamasaki
We will continue to carry out various marketing activities and accumulate know-how. At the same time, we expect your company will also build up extensive expertise through your many clients. By combining the strengths of both companies, we hope to deliver the value of the brand to an even greater number of customers.
And not only for Mitsuboshi Farm, but for Inglewood Inc. as a whole, we would be grateful if you could continue to work alongside us going forward.
— Thank you very much. We would very much like to move forward with this as well.
Lastly, could you share a few words for other companies facing the same challenges?
Mr. Yamazaki
Of course, improving business metrics is important, but that is not the only thing that matters.
wevnal consistently engages with the essential issues. They are not only focused on sales and numerical improvements, but also on how to provide customers with a better experience. They are a company that proposes ways to clearly deliver the value of our brand—including the customer experience itself—to our customers.
If there are any companies facing similar challenges, I recommend “BOTCHAN”!
— Thank you very much for your kind words.
Thank you for taking the time to meet with me today.
If you would like to confirm whether BOTCHAN can be implemented in your company, or if you would like advice tailored to your situation, please feel free to contact us with your questions or inquiries.
A specialist consultant will respond.
