Ben Robinson | The Japanese Market - Shopify Success, Building Brand Loyalty & Consumer Trends

Today on The Negotiation, Todd speaks with Ben Robinson, Merchant Success Manager at Shopify Plus. He shares his experience working with a growing number of large Asia-Pacific brands on the ecommerce platform, with a focus on the Japanese market.

Many of the brands Ben works with today are generally “high-growth, high-volume stores that are looking to increase their presence in different markets.” Ben and his team evaluate each company’s business model and operational capability in order to help them maximize the platform’s features. Two examples of brands who have successfully gone global are Koala Mattress and Allbirds.

To successfully localize products for the Japanese market, Ben says that it all comes down to three factors: trust, presentation, and knowing what is important to the Japanese consumer by region. Regarded as one of the most insular and protective markets globally, consumers generally prefer Japanese-made products and brands. He explains that the three consumer trends unique to Japan today are cost, space-saving, luxury, and eco-friendliness and sustainability. Ben recommends foreign brands to work with local influencers through social media to help grow their level of trust and relatability.

Foreign brands should research the already-established ecommerce ecosystem that is unique to Japan. They must then tailor their marketing, copy, and brand message accordingly, with a focus on describing your product’s features, since the Japanese tend to do extensive research on new brands before making a single purchase. It will also greatly help to tailor your SEO per region by understanding different writing systems and styles. Ben notes that Yahoo is as prevalent in Japan as Google is; so SEO must be optimized for both search engines.

To build brand loyalty using social media, it is important to first understand that the Japanese use social media differently to Westerners. Line is more widely used over Facebook. Twitter and YouTube also have a large presence, and Instagram is slowly catching on as well. It helps to drive consumer interactions post-purchase. After a sale is made, the brand can encourage consumers—even incentivize them—to leave positive reviews or share their experiences either through writing or video. This can go a long way in nurturing loyalty.