Kaunet, established in 2000, is the online sales subsidiary of Japan’s Kokuyo Worldwide, a maker of stationery, furniture, and other office supplies. Kaunet also sells computer peripherals, office automation systems, appliances, even beverages. Amid the COVID-19 pandemic, its sales of telework-related products such as PC and smartphone stands soared, as did sales of hygiene-related products such as masks and disinfectants. Kaunet now sells more than 500,000 different items in all.
In 2018 Kaunet started offering services to consumers in addition to businesses, but it had no ability to send personalized emails to target individuals with unique needs.
We used to rely on the IT department to extract customer lists and other data, but this was a time-consuming and labor-intensive process. Now with Oracle Responsys, marketers can use their target customers' real-time behavioral data to create personalized experiences.
Chief Marketing Officer, Base Kaunet Department, Kaunet
Kaunet is still evaluating the results of its newly activated marketing initiatives, but it thinks its Oracle-powered personalized marketing efforts could bring in 15% to 20% more business with some customers, while its email open rates could increase by 10 to 20 percentage points. “Providing valuable information to customers builds good relationships and will be reflected in the numbers,” Watanabe says.
With the marketing applications Kaunet used previously, business unit marketers would spend a lot of hours building and sending one-size-fits-all emails. With Oracle Responsys, “I was deeply moved when I could actually send tens of thousands of personalized emails to tens of thousands of customers,” Watanabe says. “Moreover, it is a big attraction that we can do it without asking the IT department.”
Now Kaunet marketers are delivering emails according to the behavior of individual customers. For example, it will send coupons to customers who haven’t made a purchase for a specific time period; it will follow up with customers who abandoned their online shopping carts; or it will inform customers, based on their purchase histories, of the benefits of buying in bulk.
Kaunet CMO Takeshi Fujimura cites two other benefits of the Oracle Cloud CX implementation: lower costs and faster execution. Business units previously relied on the company’s IT organization to extract customer lists and other data. It was a time-consuming and labor-intensive process. Now Kaunet uses real-time behavioral data, available in Oracle Responsys, to target and personalize experiences.
We often receive support from external SIs when introducing marketing automation tools. Oracle supported me directly, so I felt a sense of speed. The person in charge…helped me to create materials and respond to emergencies.
Marketing Specialist, Kaunet