[Workman's DX case] In a huge virtual warehouse, the store and the customer are very satisfied at our own EC!| DX Management Picture Book (8 times in total) | Internet shop representative forum

In 1980, Workman opened the first store in Isesaki City, Gunma Prefecture as a specialty store for work clothes sales.The store network is steadily expanded by directly managed and franchise, and it is listed on JASDAQ in 1997.In 2018, 800 stores nationwide were completed, and in 2019, the market capitalization was overtaken by McDonald's Japan, and the market capitalization in the JASDAQ market was ranked first.

Some people may remember Ikuzo Yoshi's commercials.Workmen have a lot of high -performance -developed products, and are also called "UNIQLO in the work clothes industry".

The Workman's attention beyond the work clothes industry was the waterproof clothing called "AEGIS", which was released around 2013.The AEGIS series is still popular every year, and is so popular that resellers appear as difficult products.However, this AEGIS was originally sold as one of the types of work clothes.The turning point that general consumers focuses on is spread on SNS.

High functionality and high design

If a rider praises AEGIS as a touring rainwear, its reputation spreads quickly on SNS.This spread to the world of fishing (fishing), and it was rapidly recognized as "the best rainwear".

Outdoor rainwear has both functionality and fashion, but the price is expensive, and it is a reasonable burden for those who use rainwear frequently, such as riders and anglers.If you use it every day, it will be used in a few years.

On the other hand, cheap rainfalls sold to home improvement stores are cheap, durability, functionality, and design are not much expected, so they tend to be close to disposable.AEGIS achieved high durability, functionality and design, even though it was less than half the price of outdoor brand products, and its reputation rose sharply.

In 2018, we will overturn the image of the work clothes chain and develop a store WORKMAN PLUS produced for casual.As a functional apparel brand centered on working wear and outdoor wear developed in -house, it has entered the SPA business in earnest.

Graduation from a major EC mall

After that, Workman was again noticed that he had withdrawn from Rakuten Ichiba.Workmen are basically mainly sales, but we have been working on e -commerce early on to supply to regions where stores were not available.The central entity of the digital sales channel was the official shop of Rakuten Ichiba, but the workman closes at the end of February 2020.However, sales growth will continue, and as of June 2020, when the whole Japanese economy fell due to corona, it will mark 144%year -on -year sales growth.

In the current Japanese retail business, it is a big challenge to compete with Amazon and Rakuten Ichiba.Some companies, such as the consumer electronics sales, are competing equally, but it is not easy for industries such as workmen who mainly deal with consumer goods to attract Rakuten Ichiba.On the other hand, the flow of Amazon began to progress in Europe and the United States.

Complicated return support and BOPIS

The biggest weakness of EC malls, such as Amazon and Rakuten Ichiba, was to have no stores.For this reason, major EC malls have increased sales of products that are likely to occur after purchase and shoes, such as ready -made clothes and shoes, and have gained huge growth.

On the other hand, the store openings had issues.Returns must be compliant with the strict standards set by the platform side, and the return processing cost will be borne by the store.If a retail business with a real store network accepts returns, in principle, check the receipt at the store.If you open a store in the EC Mall, it will be delivered directly to the returned warehouse, which will be burdened.If you accept returns of EC purchased products at real stores, you can check the credit (because it may be purchased from a resale company) and forced complicated operations.

Due to these issues, many US store-type retailers will take off Amazon and invest in BOPIS (BUY ONLINE PICK-UP IN STORE), which combines our own EC and store network.That is, not only to competing with the Amazon threat, but also by making sales with a huge EC mall, it is no longer worth it.

ワークマンは既に自社EC機能を持っていて、楽天市場を撤退した翌月には新コンセプトであるC&C（Click & Collect）を軸としたECサイトを開始します。このC&Cは、BOPISのワークマン版といえるものでした。

C&Cへの挑戦──リアルとデジタルの本質的な融合

ワークマンが掲げるC&Cは、ECで購入し（Click）、リアル店舗で受け取る（Collect）というコンセプトです。このためには、「ECでの受注情報」と「全店舗の仕入れ販売管理情報」を同期する必要があります。消費者がECで購買し、リアル店舗受け取りを選択した段階で、店舗在庫が引き当てられ、EC在庫をリアル店舗に送るか、店舗在庫をそのまま渡すかの判断と処理を瞬時にするのです。C&Cは、EC在庫と店舗在庫がほぼリアルタイムで連携することで実現できる手法です。

EC stores are rivals from friends

Many store -type retailers have operated ECs as separate stores called Internet branches.In other words, the EC store was only one store, and the customer could not buy the desired product without stock.If there are several real stores in the neighborhood, customers will be able to go around the store to find inventory.However, if you miss it even in another store nearby, you will only be discouraged.Next, suppose a separate store 100 km is in stock.This remains not only for the Chance Ross for the entire store network, but also for customers who could not buy it.

Even worse, in the case of chain stores, stores are friends and rivals, and each store often hates sales at other stores.EC stores are also rivals, and their sales are not their own results.If a customer asks for missing products, the clerk may recommend another product with stock in his store.For this reason, real stores and return processing of EC sales products are often rejected from the site, resulting in a decrease in service experiences of the entire retail brand.

To value high LTV customers

「あらゆる手段を使ってこの商品を手に入れたい」という熱狂的な顧客はいるものです。こうした顧客は、生涯顧客価値（LTV：Life Time Value）の高いロイヤルユーザーであり、評判を拡散するインフルエンサーにもなり得ます。AEGISのような大ヒット商品を持つワークマンは、なおのこと熱心な顧客を大切にすべきです。ワークマンは、ワークマン全体での顧客提供価値を最大化するために、C&Cの実践に踏み切り、自らが大切にすべき顧客層を見極めていこうとしています。デジタルとリアルを繋いだシームレスで良質な体験を提供するために、リアル店舗とECを並行させる構造的な問題解決に取り組んでいます。

Pained by Workman -Minimizes missing items by huge virtual warehouses

There is an e -commerce unique pane that was revealed by the corona."Even in infinite displayed e -commerce, stock is limited," "If demand is concentrated, it will be out of stock quickly," "It is not possible to procure the necessary products (you have to wait for delivery)."In addition, if the demand increases explosively due to local reasons such as disasters, EC stock will be immediately depleted.And even if a heavy rain disaster occurs in Kyushu and the blue tent is missing at local real or EC stores, there may be surplus in Tohoku and Hokkaido stores.Even if you find stock in EC, if the distribution network of courier service is cut off, you may arrive one week later.

In such a situation, holding a distribution network is the real demonstration of the chain store, but if the EC closes inventory information as an independent store, it will not be able to demonstrate its advantage.If all stores are integrated like a workman, the risk of missing out of stock will be minimized and the supply will jump significantly.Workman's real and digital inventory integration (virtual warehouse formation) allows you to remove the pane of emergency missing and difficulty in procurement.

Gain created by Workman ──Intesive when you want

BOPISやC&Cの実現は、店舗受け取りによって小売業側が負担するラストワンマイル（最終拠点からエンドユーザーへの物流サービス）の流通コストをゼロにする利点があります。では、消費者視点で見れば、どのようなゲインが考えられるでしょうか。

第1に「決済と入手手段の自由」です。店舗での買い物はエンターテインメント性を体験できますが、その代償にレジ待ちがあります。一方のeコマースはいつでもどこでも決済できますが、商品の入手法は配送一択で、消費者が配送料を負担することもあります。しかし、C&Cであれば決済と受け取りのそれぞれを消費者が自由に選択できます。買いたい商品が確定していて急いで入手する必要がなければ、eコマースは非常に便利ですが、今すぐ欲しい場合や出先で受け取りたい場合にはC&Cが有用です。従来、消費者は急がない指定買いはAmazonなどのECモールを使い、それ以外では店舗小売と使い分けていました。しかし、店舗型小売がC&Cを提供することで、商品選択から決済、入手まで、全ての購買ステージにおいて消費者の選択肢が広がります。この消費スタイルの自由は、今後の消費のスタンダードになっていくと考えられます。

Second, getting products stably, that is, minimizing the risk of missing items, reduces the difficulty of obtaining specific products.

C&Cによって店舗在庫もEC在庫も、店舗に配置される前の物流センターの在庫も、全て統合管理されていますので、特定の店舗在庫が欠品しても、余剰在庫のある店舗がこれをカバーできます。つまり、本来はチェーンストアが持っている巨大な供給力（根源的な価値）が、リアルタイムで連結する仮想倉庫とのEC決済によって、さらに強力な価値になるのです。

ワークマンは直接的なライバルは不在といわれますが、C&Cの実践によって「ワークマンなら、いつでもどこでも大丈夫」という消費者の安心と信頼を勝ち取り、さらなる高みに進み始めています。