My Rakuten Experience: Yutaka
Yutaka is a Vice Manager of the Merchant Incubation Section in the EC Consulting Department
Current Job
As a Vice Manager in the EC Consulting Department, I provide comprehensive support to Rakuten Ichiba merchants, ranging from system operation guidance to sales promotion strategy proposals.
My journey at Rakuten began with assisting newly opened stores and those in the daily necessities and miscellaneous goods categories. During my assignment in Osaka, I also actively supported merchants in the Kansai region.
Why I Joined Rakuten
Through this experience, I gained a deep understanding of the overall business mechanisms, including the flow of goods and capital from manufacturers to retailers and then to customers, as well as competitor trends and consumer purchasing behavior.
As I accumulated experience in driving the market through my own promotions, my desire to be involved with a wider range of products grew. I was eager to experience the dynamic movements of society and the economy on a larger scale. This led me to Rakuten, a company that offered a diverse business portfolio.
Job Satisfaction
My greatest motivation as an EC consultant comes from the ability to propose and execute effective strategies that drive business expansion of our merchants. Rakuten Ichiba is an EC mall featuring a wide array of unique merchants selling attractive products; we do not directly own the products or inventory. The business thrives entirely thanks to our merchants and users.
I once assisted a merchant on Rakuten Ichiba struggling with sales due to challenges in their EC sales strategy. My initial focus was on the unclear target audience for their EC store. Collaborating with the merchant, we analyzed “who buys, when they buy, and why they buy.” This uncovered previously overlooked target demographic and their needs, revealing effective sales promotion methods. Working together, we implemented specific strategies, which led to the development of exclusive Rakuten Ichiba products that resonated with the new target audience. Overcoming such challenges with our merchants and contributing to their growth brings me immense satisfaction.
Appeal of Working at Rakuten
I am drawn to Rakuten’s philosophy of “making society better through business” and the environment it provides to realize this vision. Rakuten Group’s significant strength lies its synergies forged through inter-business collaboration, such as delivery support via Rakuten Super Logistics (a logistics service for merchants) and proposals for introducing Rakuten Mobile, all aimed at maximizing merchant profits.
Social Contribution
I believe that EC has the power to significantly revitalize merchants’ businesses. During my assignment in Osaka, I was involved in the planning and sales of sauna hats made from local specialty towel fabric. I supported the merchant, who was struggling with sales strategies, to establish new EC sales channels. This involved thoroughly understanding the characteristics of the towel fabric, its strengths as a product, and the trends of the then-current sauna boom. We implemented strategies based on a deep analysis of the product and user needs.
These measures contributed to increased sales and generated ripple effects such as strengthening local employment and expanding business locations. This initiative truly embodied Rakuten’s mission of “Empowering people and society through innovation”.
*The content and affiliation presented in this article are accurate as of the time of the interview.
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