In a world that is rapidly changing due to the COVID-19 pandemic, FANCL maintains strong connections with its customers and is engaged in creating and continuing those bonds. As a basis for giving added impetus to this initiative, FIT3 went into operation in January 2022.In pursuit of endless customer satisfaction, a core system that has become a driving force for changeRebuilding systems suitable for today’s FANCL mainly in the IT Systems Department, FIT* is a general term for system projects that utilize systems to transform operations according to the times and environment.Business ModelWork History2003Joined FANCL Corporation2011Online Management Group Manager, Online Sales Department2020Department Manager, Sales Planning Department, Direct Sales Division Headquarters27* FANCL Information TechnologyIntroductionThe project was launched in 2014. We released FIT1 in 2016 and replaced the core system for mail orders. Subsequently, in 2018, we released FIT2, which enabled real-time linkage of e-commerce site and store data with the core system. Data integration for all channels and a flexible system have been put in place and enabled faster than ever upgrade responses.With the system in place, we conducted our long-planned membership service renewal in 2019. This has made it possible not only to naturally reduce costs but also to promptly provide the long-awaited service changes to our customers. At the same time, it has become easier to link the system with the platforms of external e-commerce Managementmarketplace companies, and it is possible to flexibly respond to small specification changes.In the midst of drastic changes in the world, I think this FIT initiative is proof positive of FANCL’s courage and correctness in changing without being bound by the past. With the support of this system that is unique to FANCL, we are proactively taking on the challenges of increasing the experience value of our customers.Under these circumstances, I thought that it was necessary to make vital use of the data accumulated over the years through our direct sales, and communicate with customers in order to create stronger bonds with them. FANCL’s greatest strength lies in the multiple direct sales channels at our disposal, by which we have been communicating directly with customers, such as by telephone, online and via mail order and directly managed stores. We Changes in Consumer Behavior Due to the COVID-19 PandemicIn 2020, the COVID-19 virus spread, and consumer behavior changed completely. Added impetus was given to the use of e-commerce by customers who had previously used only directly managed stores.Sustainabilityare making full use of the characteristics and IT of each channel of online sales, call center sales, and retail stores while engaging in an OMO strategy to deepen those bonds with our customers.Building up the images of our customers that will come into view by making those efforts and utilizing them in call center responses, store staff customer service, on our website and in emails, we will deepen our bonds with unprecedented numbers of customers.Releasing FIT3 in 2022, Realizing Improvements in Customer SatisfactionWe have released FIT3 as a core system to make the best use of the data we have as a direct marketing channel. This system is built with the idea of “a database for the deep understanding of facts about our customers.” In addition to information on a customer’s purchase history, we have made it possible to utilize factual data, such as website access data, consultation data, and store visit data. We are building an estimation model that can make optimal proposals for each customer by multiplying the data of hundreds of all elements. Through our daily efforts, I think we will be continue to utilize FIT3 as a database for changing and improving as well as nurturing in the years to come.Data SectionSit Down with Key PersonsTakaaki Hasegawa Department Manager, Sales Planning Department, Direct Sales Division HeadquartersFANCL’s Unique Digital Strategy That Will Drive Growth
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