Hello, this is Matsubara, CRM Evangelist.

"We want to create a system that encourages customers who buy products online to come back again."
This is a challenge that every business owner running an e-commerce site has faced at some point.

Will customers who made their first purchase buy again? Our email newsletters aren't even being opened.
Distributing discount coupons doesn't get much of a response.

Arcus Japan, which operates the "Shiramu" merchandise e-commerce site, is addressing this challenge using EMOROCO CRM Lite.
This case study showcases how the CRM 4.0 philosophy—which goes beyond simply managing purchase data and focuses on "nurturing emotional connections with fans"—has been implemented in e-commerce operations.

Shiramu~

"Shiramu" is a character brand developed by Arcus Japan.
We cultivate direct relationships with fans of our characters through online sales of merchandise and LINE stickers.

Character website:https://www.arcuss-japan.com/company#character
Shiramu introduction site:https://lit.link/ciramue
Shiramu Shop:https://ciramue.stores.jp/
Shiramu LINE Stickers:https://store.line.me/stickershop/author/85317/ja

Selling merchandise on e-commerce sites is one of the areas in B2C business where it's difficult to see the customer's face.
While we can obtain purchase data (what, when, and how much), it's difficult to grasp the emotional context, such as "why they bought it," "how they feel using it," and "what they want next."

EMOROCO CRM Lite was implemented to record and utilize this "emotional context."

Three challenges in e-commerce customer management

Problem ①: Many customers only make a one-time purchase.

When analyzing purchase data from e-commerce sites, it becomes clear that the vast majority of all purchasing customers are "one-time buyers."
Customers who make a second purchase have a significantly higher LTV (Customer Lifetime Value).
The biggest challenge in e-commerce operations is how to convert one-time buyers into second-time buyers.

Problem ②: Sending the same email newsletter to everyone.

If you use the approach of "sending an email to everyone whenever a new product is released," the response rate will continue to decline.
"Which character series does this customer like?", "What kind of merchandise have they bought in the past?", "What was the reaction on social media?"—Personalized suggestions using this information increase engagement.

Problem 3: The fan's temperature is not visible.

Customer data on e-commerce sites is "behavioral data."
Even if we know the fact that "six months have passed since the last purchase," we don't know "what feelings this customer currently has towards Shiramu."
Introducing the concept of "emotional temperature" into e-commerce customer management can eliminate this blind spot.

Design using EMOROCO CRM Lite

Field Design: Six fields specifically designed for e-commerce customer management.

Workflow design: 3 automated follow-up steps

Workflow ①: Follow-up 45 days after the initial purchase

Workflow ②: Re-engagement with a cool or below emotional temperature

Workflow ③: Automatic generation of priority notification list for new product releases

Using emotional temperature in e-commerce customer management—visualizing "fan level"

When managing customers on an e-commerce site using emotional temperature scales, we define the four stages as follows:

This "visualization of fan engagement" allows you to determine, based on the numbers, "who to approach individually today."

Connect the e-commerce site and CRM using an external connector.

The true value of EMOROCO CRM Lite for e-commerce operations lies in its automated integration via external connectors.

By connecting e-commerce platforms (Shopify, BASE, WooCommerce, etc.) with external connectors (via Zapier, Power Automate), the following can be automated:

• A new purchase occurs → A customer record is automatically created in the CRM.
• The purchase count and last purchase date fields are automatically updated.
• Customers who have made 2 purchases for the first time → A "Congratulations on becoming a repeat customer" task is automatically generated.

Eliminating the need for e-commerce staff to manually input data into the CRM while still updating emotional temperature data from a "human perspective"—this division of labor between "automation and human sensibility" is the core of Shiramu's e-commerce customer management.

Summary: Shifting e-commerce customer data from "purchase data" to "fan stories"

Customer management in e-commerce is evolving from "analyzing purchase data" to "designing emotional connections with fans."

Visualizing fan engagement through emotional temperature, proactively reaching out to fans who are drifting away through the workflow, and prioritizing individual notifications to highly enthusiastic fans when new products are released—this is the design of Shiramu's e-commerce customer management.

For companies operating e-commerce sites, EMOROCO CRM Lite functions not as a "purchase history management tool," but as a "tool for cultivating relationships with fans."

[Related Use Cases] In addition to e-commerce sales, EMOROCO CRM Lite is also used for managing live events such as Kumabazu Fest. For details on how we record the emotional response of event participants and automatically narrow down the target audience for future event announcements, please see this article.

You can try it with a 30-day free trial.
Digitalization and AI Implementation Subsidy 2026 Compatible Tool Number: DL07-0022934
Product Info:https://www.emoroco.com/

Related article

• How to design customer retention and fan engagement with EMOROCO CRM Lite for e-commerce sites and D2C brands
• What happened to a company that continuously used Emotional Temperature for a year? — The compounding effect of CRM 4.0
• External Connector Complete Design Guide: How to Connect EMOROCO CRM Lite with Accounting, Sales Management, and Notification Tools
• Arcus Japan Group utilizes EMOROCO CRM Lite for live event management at Kumabazu Fest.
• Why SMEs should be aware of LTV (Customer Lifetime Value) and how to cultivate it with EMOROCO CRM Lite