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In this case study, we spoke with Mr. Yamanouchi from ChooMia, an affordable luxury accessory brand that installed the Gojiberry survey app into their Shopify store. The Gojiberry survey app has proven highly effective for Choomia when they struggled with less cost-effective marketing at scale. Mr. Yamanouchi, with a background as CMO for Pierrot and extensive experience in web marketing, launched ChooMia in December 2020. He also runs the popular fashion web magazine "Puchiken."
Tell us about your brand
ChooMia is an accessory brand for adults, focusing on affordable luxury accessories. Their concept is "accessories with the quality to be cherished like jewelry," offering stylish, high-quality items at reasonable prices. While some prefer lifelong pieces, others seek trendy, playful accessories without compromising on quality. ChooMia caters to these needs with elegant, simple designs that also have a unique touch.
What challenges have you faced?
Our challenges have evolved. Initially, brand management was smooth due to our marketing experience. The main issues were dealing with suppliers and finding reliable partners, which we’ve now stabilized. The current challenge is brand growth. Previous marketing strategies were successful, but their effectiveness has waned due to market changes, leading to decreased cost-effectiveness.
What led you to introduce Gojiberry?
As our marketing strategies became less cost-effective, one tactic that remained successful was direct customer interaction. Improving based on customer feedback showed us the importance of collecting zero-party data. While searching for a tool to gather real-time customer feedback, we found Gojiberry. It fits our needs perfectly, integrating post-purchase surveys into the Shopify purchase completion page to collect direct customer feedback.
How have you used Gojiberry, and what are the results?
Using Gojiberry's survey app on Shopify, we received valuable feedback on various aspects. We asked how customers found out about our brand, their purchase experience, and product-related questions. This provided insights into areas needing improvement. For example, the marketing attribution survey "Where did you learn about ChooMia?" helped us adjust our e-commerce marketing efforts and improve CPA (Cost Per Acquisition). We also gathered customer inquiries about accessories, like "How do I care for this necklace?" Sharing these insights on social media improved our viewership and follower count. Surveys also helped us understand how well our brand philosophy resonated with customers, revealing surprising insights that aided product development and brand growth.
What are the benefits of using Gojiberry?
Gojiberry is more than a data collection tool; it fosters communication between customers and the brand. Placing the survey app on Shopify's purchase completion page allows customers to respond immediately after purchase, resulting in high response rates and reliable data. It’s an effective feedback and communication method that improves customer engagement.
Any advice for aspiring e-commerce entrepreneurs?
"Value the real voices of your customers." Implementing marketing strategies and improving the brand based on real customer feedback can lead to unprecedented growth. Additionally, if you are thinking of starting, you should just go ahead and " give it a try." There are many things you won't understand until you give it a go, so start now.
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