"ANA Official Gift Shop Rakuten Ichiba Store", which continues to grow with its unique planning capabilities and ANA's brand power. We interviewed Mr. Ishii and Mr. Makino from the Planning and Sales Section, External Sales Department, ANA Catering Service Co., Ltd., about the background of launching the e-commerce business and its growth story so far.
Commerce Media Team (Interviewers): Sato, Takeda
What is ANA Official Gift Shop?
--Could you please explain the brand first?
Mr. Ishii: "ANA Official Gift Shop" is an e-commerce store operated by our company, ANA Catering Service Co., Ltd. We are involved in the manufacturing and adjustment of ANA in-flight meals, as well as the loading and unloading of these meals onto aircraft. As part of our business expansion, we are leveraging our expertise in in-flight meal manufacturing to plan, develop, and expand sales channels for new products, aiming to allow customers to enjoy the same sky-high service on the ground. We sell products through e-commerce sites as one of our sales channels, offering "in-flight meals" actually served on board, as well as our own brand "ANA FINDELISH" products filled with the excitement typical of ANA.
The impetus for launching e-commerce
--Could you tell us what led you to focus on the e-commerce business?
Mr. Ishii: A major catalyst was the impact of the new coronavirus. As life was forced to restrict travel and movement due to the new coronavirus, the aviation industry was also significantly affected. Our company was no exception, and we had to significantly reduce services, including the provision of in-flight meals. While our activities were restricted during the pandemic, we wondered if we could maintain a connection with our customers. We then learned that there was a customer need for "I can't go anywhere, but I want to feel like I'm traveling!", which led us to try selling online.
Initially, the "in-flight meal" category itself was unfamiliar in e-commerce sales, so it wasn't recognized, and we couldn't gain access. However, through coverage in TV and magazines, it became a hot topic and gradually began to spread.
Challenges and Concerns in E-commerce
--Were there any bottlenecks at the time when you were strengthening your e-commerce business?
Mr. Makino: Yes, we had several challenges at the time. First, many of our members had no prior e-commerce experience, so we had to start from scratch. We were also concerned about handling everything ourselves, including creating product pages, promotions, order processing, and shipping operations.
--Specifically, what aspects did you struggle with?
Mr. Makino: Regarding the creation of product pages and promotions, many of our members lacked e-commerce knowledge and experience, so we were initially fumbling around trying to figure out how to create product pages that would attract customers and lead to purchases. Furthermore, with promotional measures such as email newsletters and advertisements, it was difficult to accurately judge when to implement them for maximum effectiveness and how much to invest. Nevertheless, as sales results gradually accumulated, we gradually began to see the direction of our strategies.
Regarding order processing and logistics, we initially handled shipping operations manually in-house, which incurred both cost and effort. We later streamlined operations by outsourcing shipping, but this temporarily分散ed our bases, leading to periods where order processing took longer. We have now consolidated our logistics bases and successfully improved operational efficiency, but there are still challenges to be resolved, and we are continuing to work on them.
Background of the Request
--Given that background, what was the impetus for you to contact our company?
Mr. Ishii: My encounter with Commerce Media was when I had the opportunity to speak with another e-commerce store that Commerce Media supports. At that time, I consulted them about the problems and questions I had regarding e-commerce operations, and they introduced me to Commerce Media. We ourselves had no experience or knowledge in e-commerce operations, and we felt anxious. When I spoke with the person in charge at the time, they listened to my concerns very attentively, and I felt that they would be a partner in our e-commerce operations, so we finally formally requested their support.
Collaboration with Commerce Media
--Is there anything that left a strong impression on you during your collaboration with our company?
Mr. Makino: Initially, we had challenges with how to present and sell our products, and we were struggling with how to expand our sales. Amidst this, Commerce Media proposed, "Why don't you try product planning tailored to seasonal events?"
This proposal inspired us to devise ways to combine products and showcase them on pages for the year-end and New Year holiday season, leading to the planning and commercialization of a "lucky bag" set at the end of 2023. This project became a highlight product, significantly boosting year-end and New Year sales, and even made it onto the Rakuten Ichiba rankings. It also led to the acquisition of new customers, and we ourselves gained many positive effects and learnings through this product planning.
What was particularly striking was the realization that the appeal of in-flight meals could still be further enhanced. This experience further strengthened our desire to introduce the charm of in-flight meals to even more people.
--What aspects make you trust our company as a partner?
Mr. Ishii: The reasons we place our trust in Commerce Media are as follows:
・They listen to our problems and questions with great empathy and provide accurate advice.
・They offer comprehensive support, not only for new projects and promotions but also for operational follow-up and customer support (CS).
・They have a thorough understanding of our unique challenges, such as the special characteristics of our three-temperature-zone logistics.
Growth of the E-commerce Business
--Looking back at the journey of your e-commerce business so far, what are your thoughts?
Mr. Makino: I was initially very anxious about what kind of customers, situations, and needs would embrace in-flight meal sales through e-commerce. Moreover, our team members were all new to e-commerce operations, so we were literally fumbling in the dark. However, thanks to Commerce Media's support, we somehow managed to open the shop and start selling.
--The COVID-19 pandemic became a turning point for growth, didn't it?
Mr. Ishii: Yes, especially during the COVID-19 pandemic, the concept of "traveling from home!" was well-received while it was difficult to go out. Customers highly appreciated being able to enjoy in-flight meals at home. Thanks to that, we were able to generate significant sales. This performance during that period became the impetus for our shop operations to gradually get on track to meet demand, and we became known to many customers. We are truly grateful to still be supported by repeat customers who have been with us since the pandemic.
After the pandemic, I feel that our shop operations and customer service as an e-commerce business have finally begun to take shape. As the shop grows, we ourselves gain new learnings and insights every day, and we feel that we are gradually growing as e-commerce professionals. We want to continue to take on new challenges in product planning and advertising operations that everyone can enjoy on the ground.
Future Plans
--Please tell us if there are any areas you would like to strengthen further in the future.
Mr. Ishii: I feel there are still many areas for development. First, we want to gradually improve our service level in areas such as "gift wrapping" and "delivery service improvement," which are highly requested and expected by customers. To achieve this, I believe it is necessary to establish a logistics infrastructure and promote operational efficiency and automation.
Furthermore, we want to continue to take on new challenges in product design and promotional activities that will further bring out the appeal of our unique "in-flight meals" and effectively convey them to customers. We plan to deepen our learning by referring to proposals from Commerce Media and case studies from other companies, and leverage this knowledge to create products that customers will love and acquire new customers. Moving forward, we intend to solidify our foundation to become a stronger and more attractive shop.
Finally
--Please tell us if you have any expectations or requests for Commerce Media.
Commerce Media has provided us with a wide range of support, from the basic construction of our shop from scratch, including setting up delivery and product selection, to daily operations and sales promotion advice. We are truly grateful that our shop has come this far, and it is all thanks to your support.
By slowly but surely implementing the advice and proposals you've given us, we feel that we have finally reached the starting line of shop management.
Going forward, we hope to leverage Commerce Media's expertise to more effectively convey the appeal of our unique products to a wider audience. We would be delighted if you could continue to support us in meeting the expectations of more customers and delivering more products.
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