Kawaba Online Store (operated by Kawaba Den-en Plaza Co., Ltd.) aimed to transform its EC store, which primarily received orders during the gift-giving season, into a site that customers could use on a daily basis.

Implementing Shopify brought significant improvements in the following areas:

• Streamlining the process from order placement to delivery

• Executing promotional strategies

• Expanding functionality to support daily site operations

"Particularly, the flexibility and high level of functionality in Shopify’s expansion capabilities were key factors in our selection. What we value most is creating and managing a site that encourages customers to return multiple times. We believe that nurturing our repeat customers would ultimately lead to new customers as well.  Shopify's ability to flexibly adapt to our various strategies is a major appeal.”

Key points:

• Increase in membership from improving site guidance and sign-up rewards

• Timing adjustments for bonus point collections were made to maximize sales for all strategies

• Bonus point collections offering 3x returns, saw positive responses, with results rising further with 5x or more.

Results from easyPoints features

Strengths and Benefits of the Sign-up reward

Sign-up rewards and birthday rewards have helped encourage membership registration and are being used as hooks to promote registration with other related strategies. As a result of the sign-up rewards and birthday rewards, the number of orders placed by members has increased from 53% in August 2024 to 76% in December, successfully convincing new customers to register and think, 'I want to earn and use more points.'
The site display is also easy to read, and it’s clearly stated that points are awarded immediately, making it simple for customers to register.

Additionally, the repeat purchase rate for members is approximately 4.4 times higher than that of non-members, ultimately influencing overall sales.

Strengths and Benefits of the Bonus point collection

The use of bonus point collections, along with full use of the scheduling feature, have led to many positive results.

In the past, point rates of 5x were set for bonus point collections during the summer and winter, maximizing sales during peak seasons.

The winter collection ran for an extended period, from mid-November to mid-January 2025, supporting positive results through key sales periods such as Christmas and the New Year's holiday season.

Additionally, easyPoints has been widely used, and many points have been redeemed by customers.

"We believe that aligning the timing of the bonus point collection with the promotional strategy is crucial. The response from customers is strong when the point rate is set to 3x or higher. A 5x point rate tends to create an even stronger hook.”

"Additionally, by offering an incentive for membership registration, the barrier to registration was lowered, leading to an increase in the mailing list for email newsletters. The introduction of the points system allowed us to replace product discounts with increased point redemption rates in strategies on the EC store, contributing to an increase in repeat customers.

Since the renewal, sales have consistently increased by approximately 20% annually. Although we cannot make an exact comparison due to the lack of data from before the renewal, we have seen a significant improvement from the previous situation where sales peaks only occurred during the gift-giving season. The ability to maintain sales throughout the year has contributed to overall sales growth. We feel that the increase in repeat customers and new customers have led to maintaining sales throughout the year.

Furthermore, we are looking forward to the expanded possibilities of combining the points system with coupon codes in the future. It would be great if there were a field to enter a coupon code under the  point redemption form on the cart page, allowing for simultaneous use."