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顧客体験価値を最大化するアプリ MUJI Passport

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2015年4月24日
UI・UXセミナー
~人間中心設計による顧客体験の最適化~

顧客体験価値を最大化するアプリ MUJI Passport
"MUJI Passport 成功の秘密は、顧客体験の最大化"

無印良品のスマートフォンアプリ「MUJI Passport」は既に350万以上もダウンロードされており、レジ通過客の20%がこのアプリを提示しています。顧客購買単価は非アプリ提示顧客の倍近くとなっておりパワフルな顧客とのエンゲージメントツールになっています。成功の要因は「店舗に於ける顧客体験価値の最大化を目的とした」ことです。顧客体験価値を高め、顧客とのエンゲージメントを高めるMUJI Passportについての最新情報を共有いたします。

【講師】
株式会社良品計画 WEB事業部 コミュニティ担当 課長 川名 常海氏

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顧客体験価値を最大化するアプリ MUJI Passport

  1. 1. MUJI UX DESIGN
  2. 2. MUJI (DIGITAL) MARKETING
  3. 3. デジタルマーケティング(Web事業部)の役割 4 ネットストア
 での購買 デジタルメディア⽤用いた   コミニケーション 店舗送客 この役割は   当たり前 売上9割に
 どう貢献するか
  4. 4. 調査 選定 購入 受領 利用 保有 推奨 店舗 Web
  5. 5. 調査 選定 購入 受領 利用 保有 推奨 店舗 Web SNS ・来店 ・商品チェック ・検索 ・カタログ閲覧 ・友人の評価取得 ・ネットで購入 ・店舗で受領 ・問い合わせ ・コミュニティ参加 ・満足度のツィート
  6. 6. 調査 選定 購入 受領 利用 保有 推奨 店舗 Web SNS ・来店 ・商品チェック ・検索 ・カタログ閲覧 ・友人の評価取得 ・ネットで購入 ・店舗で受領 ・問い合わせ ・コミュニティ参加 ・満足度のツィート
  7. 7. ネットストアの従来法則 8 4  :  6 6の店舗送客が
 無印流流O2Oの原点
  8. 8. デジタルマーケティング(Web事業部)の役割 9 ネットストア
 での購買 デジタルメディア⽤用いた   コミニケーション 店舗送客 顧客時間を
 活性化させて 結果的に
 EC流流⼊入を狙う
  9. 9. MUJI UX DESIGN
  10. 10. “生のマッシュルームは丸いのに、 なぜ缶詰では端の部分がないの?” CONVERSATION WITH PEOPLE
  11. 11. OBSERVATION OF PEOPLE BEHAVIOUR
  12. 12. “売り手、企業の論理ではなく、 生活者、あるいは自然の論理”
  13. 13. 新しいお買い物体験を。
  14. 14. © 2012 Do Re Mi http://www.littledoremi.com/tesco-homeplus-subway-virtual-store-in-south-korea/ Technology Business People
  15. 15. © 2012 Do Re Mi http://www.littledoremi.com/tesco-homeplus-subway-virtual-store-in-south-korea/ Technology Business People
  16. 16. “「ちょっといいかも」と思ったり、 「とりあえず友だちに伝えよう」と 考え、シェアや「いいね!」ボタン などで軽い気持ちで友だちに広める ことがある。”
  17. 17. “在庫限りかも! 話題の無印良品 「迷ったときのサイコロ」を探せ。”
  18. 18. “商品の在庫確認に行って頂くのに 声をかけるのに申し訳ないと思いま す。また、タイミングも難しい時が あります。”
  19. 19. “昼間、思いついたアイデアを 夜、お風呂に入りながら IDEA PARKに投稿します。”
  20. 20. “ムジパスポートお持ちですか?”

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