10x Sales Growth through Omnichannel Strategy: Hiyoko Company’s Resort-Integrated E-Commerce

1. Business Background and Growth Trajectory

Hiyoko Company, Ltd. was founded in 1994 in Tottori Prefecture as a free-range poultry farm, initially selling eggs via mail order. In 2008, it opened its first sweets specialty store, “Cocogarden,” and gradually expanded into the integrated resort facility “Oenosato Natural Farm,” with accommodations officially opening in 2019. Today, the entire facility attracts around 360,000 visitors annually.

While e-commerce initially played a supplementary role, the COVID-19 pandemic prompted a shift in strategy. In April 2021, the company fully implemented its omnichannel initiative.

2. Omnichannel System and Its Impact

2.1. System Introduction

Using the “commerce creator” CMS and “futureshop omni-channel” system, Hiyoko Company centralized customer and loyalty point data across its physical stores and e-commerce site. Additionally, the official mobile app was launched on May 25, 2021, enabling functions such as point integration, push notifications, and seamless linking between on-site and online shopping.

2.2. Post-Implementation Outcomes

• E-Commerce Revenue: Within five years of adopting the omnichannel approach, e-commerce sales grew approximately tenfold (as reported in industry interviews)

• Membership Growth: The customer base grew more than fivefold compared to before the site renewal, especially within the first two years

• Cross-Traffic: Visitors to the resort began purchasing online after their visits, while e-commerce users were inspired to visit the resort—creating a self-reinforcing customer loop

• Targeted Marketing: Centralized customer data enabled more personalized promotions and CRM efforts

3. Key Strategies Behind Their Success

3.1. Seamless Integration Between Online and Offline

By linking physical experiences at the resort with online purchases, the company created a cycle of "visit → purchase → revisit." Tools such as the app and point system helped increase customer engagement and satisfaction.

3.2. Brand Storytelling and Product Development

• The EC site and app communicate the brand’s values, including themes of local agriculture and Tottori’s natural beauty

• Products are made with local, organic, and additive-free ingredients, including seasonal and limited-edition sweets and processed foods

• Constant innovation in product offerings keeps repeat customers engaged

3.3. Customer Management Efficiency

• Unified member and purchase data facilitated efficient CRM and subscription handling

• Push notifications, coupons, and data-driven communication helped drive both in-person visits and online purchases

4. Academic Perspective and Future Outlook

• Academic Significance: Hiyoko Company’s omnichannel model demonstrates how combining physical experiences with digital commerce can deepen brand loyalty and enhance customer lifetime value

• Data-Driven Insights: Centralized behavioral data has enabled precise targeting, resulting in both high satisfaction and sales

• Future Plans: Expansion into AI-driven personalization, global market entry, and a focus on sustainability and community engagement are already underway

5. Conclusion

Through its omnichannel strategy, Hiyoko Company’s “Oenosato Natural Farm” increased its e-commerce sales tenfold over five years and successfully fostered customer loyalty by integrating real-world experiences with digital commerce. The company’s success stems from its compelling brand narrative, high-quality local products, and sophisticated customer data management.

This case stands as a leading example of how region-based businesses can leverage technology to achieve sustainable growth—offering valuable insights for future e-commerce and tourism-integrated business models.