Walmart Japan (SEIYU) is running Sageriku campaign to select products and reduce their process according to votes from Twitter users.
SAGE-RIKU, meaning “request down” in Japanese, is the concept of new campaign that gives consumer a voice and is perfectly aligned with SEIYU’s mission to provide outstanding products at everyday low prices.
SEIYU organized two rounds of Sageriku campaign in September – October 2011 and January – February 2012, reducing the cost for 100 and 200 items respectively.
Sageriku WEBsite: http://www.sageriku.com
Sageriku official twitter account: SAGERIKU_SEIYU
Objectives
- To support our EDLP (Every Day Low Price) strategy in Japan
- Give our customers opportunity to indicate their preferences and provide us a feedback
- Enhance our sales and brand reputation in Japan
Results
Sageriku I (September – October 2011)
Campaign received a significant response from the customer with around 25,000 tweets and prices for 100 items, which were selected from the list of 10,000, were reduced for the period of 4 weeks.
30 products out of 100 products are still kept in the reduced prices.
Sageriku II (January – February 2012)
Seiyu received 26,000 votes through twitter on more than 13,000 items. As a result, 479 products were subject to discussion for price-cut and price for 200 items was reduced .
The items were reduced in prices at the maximum of 24% around the country.
Going forward, Seiyu will continue to work on better meeting the needs of our customers in order to offer our customers the safe and secure products with unbeatable prices.
How to
The campaign was divided in three phases:
Phase 1: Twitter users was voting for the product they want to see its price down among the list of more than 10,000 items during Sageriku I and 13,000 items during Sageriku II.
The item, for which the price reduction was decided, was announced in Sageriku campaign site andSageriku official twitter account (SAGERIKU_SEIYU) accordingly.
Phase 2: The total of 100 items that have been selected for price-cut was reduced in prices for up to 4 weeks in Seiyu stores across the country.
Phase 3: The campaign’s impact on sales, customers’ responses, and the comments made on the sites during the campaign period was reflected on the actions of the company, such as pricing, development of new Private Brand products, and choice of the items to be imported through Walmart Global network.
Once users vote for the items and write their reasons, the writings were sent to users’ twitter timelines. The reasons of request sent by voters for the selected items can be found in the viewing areas of these products. There is also a function that allows users to ask their followers supporting his/her ‘Sageriku’.
Contact Information
Anthony Rose: Anthony.Rose@wal-mart.com
Anna Vinogradova: Anna.Vinogradova@wal-mart.com
Wama Kumie – ?
Seiyu GK: http://www.seiyu.co.jp/
Tools
Sageriku WEBsite: http://www.sageriku.com/
Sageriku official twitter account: SAGERIKU_SEIYU