Neo Marketing Co., Ltd.
“Survey on EC operation problems” interviewed by 743 men and women between the ages of 20 and 69
Nearly half of the people feel that the time and man-hours for operating an EC site are large! ?? What do you feel is a problem in operating an EC site?
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Neo Marketing Co., Ltd. (Location: Shibuya-ku, Tokyo), which provides consumer-oriented research and marketing support, conducts its own research in order to quickly grasp trends in the world. This time, for three days from January 5, 2021 (Tuesday) to January 7, 2021 (Thursday), we conducted Internet research on the theme of “worries about EC operation” for 743 men and women aged 20 to 69 years. did. -Survey background-
Now, in the consumer brand industry, a new format called D2C that realizes “technology x retail” is drawing attention. Furthermore, the demand for EC sites is increasing due to the influence of the period of refraining from going out due to the epidemic of the new coronavirus. Therefore, this time, we surveyed 743 men and women who are in charge of their own EC (excluding malls) aged 20 to 69 about what they are worried about and feel about problems in operating the EC site. .. Please use it as a material for the press.
[Survey outline]
Survey method: Questionnaire site “Eye Research” operated by Neo Marketing Co., Ltd.
Conducted by the WEB questionnaire method using the system
Survey target: Among eye research registered monitors, conducted for men and women between the ages of 20 and 69, those who are employed and in charge of their own EC (excluding malls in screening) Number of valid responses: 743

Survey date: January 5, 2021 (Tuesday) -January 7, 2021 (Thursday) “Survey on EC operation problems” Main questions and answers ◆ What do you find most challenging about EC site operation? : Many people feel that “acquisition of new customers” and “insufficient operational resources” are issues!
When asked what they felt was the most important issue regarding EC site operation, 15.9% answered “acquisition of new customers” and 14.5% answered “insufficient operational resources”. There were many opinions that there was a shortage of human resources with know-how. ◆ If you are working on CRM measures on an EC site, do you think that the CRM measures are sufficient? : Nearly half of the respondents answered that it was insufficient!
When asked if they think that CRM measures are being implemented sufficiently on EC sites, 47.3% of the respondents answered that they were “slightly insufficient” or “insufficient.”
Although they are working on it, many people feel that they are not satisfied.

Q1. Please tell us what applies to the stage of the EC site you are involved in. (Single answer) [n = 743]

First of all, I asked about the stage of the EC site involved. More than 40% of the respondents answered that they were “opened for more than 3 years”, indicating that most of them have already been operating the EC site for a relatively long period of time.
On the other hand, about 25% of the respondents answered that they would open an EC site from now on, “Product review stage (site is also incomplete)” and “Site construction stage”, which is a quarter of the total.
Q2. Please tell us the sales scale of the EC site you are involved in. If you have more than one, please answer about the EC site with the largest sales. (Single answer) [n = 517]

Next, I asked about the sales scale of the EC sites involved. Only those who answered “less than 5 million yen” exceeded 20%, which was the most common result. On the other hand, those who answered the sales scale of 5 million yen or more are relatively scattered in the 5 to 10% range.
Q3. Please tell us what you feel is the most important issue regarding EC site operation. (Single answer) [n = 743]

Also, please tell us in detail what kind of issues you feel the most. (Free answer) [n = 682]

We asked you about the issues you feel about EC site operation. In the graph above, the top 7 are displayed. “Acquisition of new customers” was the most common, followed by “insufficient operational resources” and “attracting customers to the site”. In particular, many people feel that things that require marketing analysis, such as “acquiring new customers” and “attracting customers to the site,” are issues. We also asked in detail what kind of issues they feel most about. Regarding “acquisition of new customers”, there was an opinion that it was difficult to connect to the inflow to the site and the subsequent use of the service, and regarding “attracting customers to the site”, there was an opinion that the site could not be created as expected due to lack of specialized knowledge. ..
There was also an opinion that it was good to start without marketing knowledge, but I felt a problem with acquiring new customers and attracting customers, and because I did not have the skills and knowledge, “insufficient support in case of trouble” became a problem. It seems that the lack of skills and know-how is a factor in all issues.
【Excerpt】
・ Anyway, I’m having a hard time creating an opportunity for people to visit the site. (Acquisition of new customers, male, 40s)
・ Some people are visiting the site, but they are not connected to the subsequent use of the service. The repeater rate is as high as 70%, but the future will be uncertain unless new customers increase. (Acquisition of new customers, male, 50s)
・ I don’t know how to work on measures to improve the name recognition of new sites and increase the number of users without know-how. Since the budget for advertising is limited, I think that we must choose the method that produces the maximum effect. (Acquisition of new customers, male, 40s)
・ I have no idea how to attract customers (site attracting customers, men, 40s) ・ I am having a hard time building a CSR. Customers are having a hard time browsing the site. (Site attracting customers, male, 60s) ・ There are few skilled personnel (insufficient operational resources, women, 40s)
・ I am worried about lack of know-how (lack of operational resources, male, 40s) ・ There are few staff members with EC expertise, and I am always worried about whether I can respond quickly in the event of a sudden accident. (Insufficient support in case of trouble, male, 40s) ・ Sometimes there are bugs when adding products on the site, but since there is no support to ask immediately what to do, it takes a lot of time to solve it by myself. I am very dissatisfied. (Insufficient support in case of trouble, male, 30s)
・ Many things I don’t understand (lack of support in case of trouble, female, 30s)
・ Because there is no start-up experience and there are no highly specialized staff, work is forced against each other (internal division of roles is ambiguous, male, 30s)
・ I would like to develop marketing that can appeal to the target group of each product by posting my own products, but I am stuck in a state like Gori fog about how to proceed. (Lack of marketing knowledge, male, 50s) ・ I don’t know what is the correct answer (lack of marketing knowledge, male, 40s)
Q4. What do you think about the time and man-hours you devote to operating the EC site? (Single answer) [n = 517]

48.2% of the respondents answered “I feel a lot” and “I feel a little more”, while 19.1% answered “I feel a little less” and “I feel a little less”. About half of them seem to feel that they spend a lot of time and man-hours.
Q5. Did you utilize an external partner for the launch and operation of the EC site? (Single answer) [n = 743]
Please answer all that apply to the work you requested from an external partner. (Multiple answers) [n = 443]

When asked if they used an external partner for the launch and operation of the EC site, it was found that nearly 60% of the respondents answered that they used it.
It seems that many people still need external support to launch and operate an EC site.

We asked about the work requested by an external partner when using an external partner for the launch and operation of the EC site. More than 60% of the respondents answered “site construction”, which was an overwhelming majority. Next are “WEB marketing,” “market research,” and “system development,” and it can be seen that more than 30% of each outsources marketing and systems that require specialized knowledge. It is probable that we are asking an external partner to make up for the shortage of human resources with skills and know-how, which was raised as an issue in the operation of the EC site in Q3. Q6. Did you have any dissatisfaction with the external partner you answered in the previous question? Please answer all that apply. (Multiple answers) [n = 436]

We asked if you were dissatisfied with the external partner you answered in the previous question. The most dissatisfied with costs and cost-effectiveness, such as “high cost” and “not worth the cost”, followed by those who answered “lack of proposal power” and “weak support system”. .. It seems that many people are hoping for full support, as some people have said that they do not know what to do with the issues related to the operation of the EC site in Q3. First of all, by enhancing the support system, dissatisfaction with costs may be alleviated.
Q7. Are you working on CRM measures on your EC site? (Multiple answers) [n = 517]

We asked you if you are working on CRM measures on the EC site you are in charge of.
Approximately 30% of the respondents answered that they are working by asking an external partner, while more than half of the respondents answered that they are working on their own.
Q8. I would like to ask someone who is working on CRM measures on the EC site. Do you think the CRM measures are sufficient? (Single answer) [n = 360]

If you are working on a CRM measure on an EC site, I asked you if the CRM measure is sufficient. 52.8% of the respondents answered that they were “sufficiently done” or “generally well done”, while 47.3% answered that they were “slightly insufficient” or “insufficient”, which is almost half of the total. It was.
In Q7, more than 50% of the respondents “worked on CRM measures in-house”, but from the result that half feel that they are
insufficient, is it still insufficient in-house?
Q9. I would like to ask those who answered that CRM measures are inadequate. Please answer all that apply to the cause. (Multiple answers) [n = 170]

We asked you why you feel that your CRM measures are inadequate. 40% of the respondents answered that they lacked human resources, which seems to be the biggest bottleneck. Next, “Customer data cannot be utilized” and “Customer data cannot be analyzed” follow.

Although we have acquired customer data, is it postponed until the next action such as analysis and data utilization?

■ Other questions in this survey
・ How many employees do you work for (single answer)
・ Which of the products are available on the EC site you are involved in (multiple answers)?
・ What is the EC site business you are in charge of (multiple answers) ■ Click here for the survey service used in this survey
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