Yoshinoya Official Online Shop Expands Video Content Utilization with visumo, Achieving Approx. 2x CVR and Boosting Sales

visumo Inc. has announced that its visual marketing platform, 'visumo,' has seen expanded use on the 'Yoshinoya Official Online Shop,' operated by Yoshinoya Co., Ltd. The expansion includes greater implementation of 'visumo social' for leveraging SNS posts and 'visumo video' for utilizing video content.

Yoshinoya, a major restaurant chain with stores in Japan and abroad, sells its popular in-store products to households through its official online shop. The company recognized the challenge, particularly in food e-commerce, of conveying the 'deliciousness' and 'appetizing appearance' of its products with static images alone and was considering video content as a solution.

The key features of this expanded utilization are twofold.

First is the Picture-in-Picture (PinP) function. Traditionally on e-commerce sites, video players are fixed in one location, causing them to disappear off-screen when a user scrolls. The PinP function solves this by keeping the video playing in a corner of the screen, enabling a 'shop-while-watching' experience where users can read product descriptions while viewing the video. Yoshinoya uses this to display cooking visuals and serving suggestions, simultaneously stimulating purchase intent and deepening product understanding. In fact, during the period this feature was implemented, all key metrics improved compared to the period without it, with the conversion rate (CVR) approximately doubling.

Second is the utilization of official videos on product detail pages. By repurposing and optimally placing existing product description videos on the e-commerce site, Yoshinoya streamlines content production costs and maximizes the value of its content assets. The company aims to create a more reassuring purchasing process by visually clarifying common pre-purchase questions about product 'size' and 'quantity' through video.

A representative from Yoshinoya commented, 'Video has allowed us to maximize the texture of ingredients and the sizzle of the sauce in a way that was impossible with static images, enabling us to convey the product's appeal more directly.' They also noted that the smooth implementation was made possible by visumo's extensive support and expressed their intent to continue creating new customer experiences through the partnership.