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Integration of Amplitude at and ST

A diverse online platform known for brands like Global Work, Nico and, and Lowry's Farm, and ST has successfully integrated Amplitude, a powerful product analytics tool supported by DearOne, a subsidiary of NTT Docomo. This initiative is set to enhance the shopping experience for its vast user base by leveraging data-driven insights.

Background of Amplitude's Implementation

and ST operates a comprehensive web store highlighting various brands under the Adastria Group. Recognizing the importance of understanding user behavior, the team at and ST aimed to utilize the rich data captured from customers to enhance the overall shopping experience. However, the challenge lay in analyzing complex and voluminous datasets, which required a sophisticated analytical environment and considerable workforce—resources that were limited at the time.

To tackle this problem, Amplitude's capabilities were highly regarded, and by November 2024, its implementation began. The following features were particularly appealing:

1. Comprehensive analytics across various users, brands, and channels (both online and in-store).
2. Quick hypothesis testing made possible through real-time data.
3. Insights derived from analytics that directly feed into actionable strategies.

By using Amplitude, and ST aims to clarify previously obscured user behaviors and needs. This allows for swift hypothesis validation, ultimately leading to more precise marketing strategies that are continually refined.

Concrete Steps Post-Amplitude Implementation

The introduction of Amplitude has empowered and ST to develop a deeper understanding of user behaviors and needs, resulting in an increase in the frequency of accurate marketing initiatives through rapid hypothesis testing.

1. Improvement of App Products and Customer Engagement Scenarios

The ability to swiftly and systematically analyze user actions within the app allows for a deeper grasp of engagements based on real data. This analysis facilitates comparative behavior assessments across different customer segments, enabling significant improvements in app UI/UX and the design and execution of personalized customer engagement scenarios.

2. Cross-Analysis of Real Stores and Web Stores (Promoting OMO)

Integrating purchasing data from both physical stores and the web store enables and ST to understand how the app is utilized before and after purchases at physical locations. This cross-channel behavior analysis allows for enhanced and sustained communication strategies, offering a seamless customer experience for users who primarily interact through physical stores.

Insights from DearOne's Support

The contributions of DearOne in leveraging Amplitude are poised to sustain and enhance and ST’s growth marketing initiatives. Mizuki Hirata, Manager in the CX Innovation Unit of and ST, emphasized the need for efficient data-driven decision-making, given the platform's significant scale with over 21 million members and more than 10 million app downloads.

Prior to adopting Amplitude, the analysis process demanded a week’s time; however, this has been condensed to just one hour post-implementation. This efficiency enables deeper comprehension of complex customer behaviors, allowing teams to concentrate on crafting the next strategic initiatives effectively.

Conclusion

In a rapidly evolving environment driven by diverse lifestyle preferences and AI advancements, and ST intends to maximize the potential of Amplitude to solidify its status as a preferred platform. The integration of various features and the commitment to a customer-first approach showcase and ST’s dedication to fostering a connection not just with customers, but among the broader community, empowering all involved to embrace a more fulfilling shopping experience.

To discover more about and ST's initiatives with Amplitude, please refer to the detailed articles accessible through the link.