Chapter 4: E-commerce Builds Customer Pathways, Not Just Sales

Apr 14
4 min read

E-commerce has traditionally been viewed as a new sales channel in retail. However, from the perspective of OMO (Online Merges with Offline), its role extends beyond simply generating revenue. Particularly in lifestyle-oriented retail sectors such as home improvement stores and drugstores, e-commerce does not compete with physical stores—it supports them by guiding customers toward in-store visits.

Today, many consumers research products online, check prices and availability, and then visit a physical store. In this process, e-commerce functions less as a “place to buy” and more as a “place to decide where and how to buy.” In other words, its value lies in shaping the path to store visits.

This chapter examines how e-commerce serves as a driver of store traffic, based on initiatives by MatsukiyoCocokara & Co., Tsuruha Holdings, Cainz, and DCM Holdings.

Drugstore E-commerce: Supporting Pre-Visit Decision-Making

In drugstores, the primary role of e-commerce and mobile apps is to reduce uncertainty before visiting a store. MatsukiyoCocokara & Co. has developed systems that allow customers to check in-store inventory, confirm prices, and access coupons through its digital platforms. These features are not designed solely to complete purchases online, but to help customers decide whether to visit a specific store.

This aligns with the nature of drugstores, where many products—such as daily necessities, hygiene goods, cosmetics, and pharmaceuticals—are often needed immediately. For customers, the key question is not “where to buy” but “whether the item is available nearby.” By enabling quick confirmation of availability and pricing, e-commerce reduces friction and encourages store visits.

Similarly, Tsuruha Holdings provides mobile apps that integrate coupons, loyalty programs, and payment functions. These tools serve as everyday touchpoints that prepare customers for store visits. Rather than functioning primarily as online sales channels, drugstore e-commerce platforms act as pre-visit support systems that facilitate in-store purchasing.

Home Improvement E-commerce: Inventory Visibility and In-Store Pickup

In home improvement retail, the role of e-commerce is even more clearly defined as a driver of store visits. Customers typically research products online, check availability, and then visit stores to confirm items physically or receive expert advice.

At Cainz, digital services are designed to streamline this process. Features such as online ordering with in-store pickup, store-specific inventory checks, and in-store navigation tools allow customers to plan their visits in advance. Rather than replacing physical stores, these services enhance the efficiency of store visits by reducing time spent searching for products.

This is particularly important for home improvement products, which often require careful consideration of size, specifications, and compatibility. Items such as tools, building materials, and storage solutions are difficult to evaluate fully online. As a result, the primary value of e-commerce lies in enabling customers to complete preliminary research before visiting a store.

DCM Holdings follows a similar approach. According to its integrated reports, the company has expanded its BOPIS (Buy Online, Pick Up In Store) model, allowing customers to purchase products online and receive them at physical locations. The company has also reported significant growth in e-commerce sales, alongside increased adoption of in-store pickup.

What is notable is that this growth is not viewed in isolation. Instead, it is closely linked to store visits and customer engagement at physical locations. E-commerce is positioned as a mechanism that drives customers to stores, where they can confirm products, receive guidance, and make additional purchases.

Why Integration Between E-commerce and Stores Matters

E-commerce functions as a driver of store visits because customers do not distinguish sharply between online and offline channels. What matters to them is whether they can obtain the right product quickly and efficiently.

Functions such as inventory checks, price comparisons, reservation systems, in-store pickup, and store navigation all serve to reduce uncertainty before visiting a store. In drugstores, these features ensure that essential items are available when needed. In home improvement stores, they help customers avoid mistakes and ensure that they select the right products.

Although the specific design differs by sector, the underlying principle is the same: e-commerce is not merely a sales channel, but a preparation tool that enables successful store visits.

E-commerce as a “Path to Store Visits”

While e-commerce certainly contributes to revenue, evaluating it solely on sales performance risks overlooking its broader role. In lifestyle retail sectors, e-commerce supports decision-making, improves efficiency, and enhances the overall customer journey by guiding customers to physical stores.

In drugstores, pre-visit activities such as checking inventory, confirming prices, and accessing coupons encourage store visits. In home improvement stores, functions such as inventory visibility, in-store pickup, and store navigation play a decisive role in shaping customer behavior.

In both cases, e-commerce is being redefined—not as a channel that replaces stores, but as a system that directs customers toward them.

Conclusion

E-commerce should no longer be understood solely as an independent sales channel. In home improvement and drugstore retail, it plays a critical role in guiding customers to stores through functions such as inventory checks, price confirmation, reservations, and in-store pickup.

The true value of e-commerce lies not only in the volume of online sales, but in how effectively it connects customers to physical stores. MatsukiyoCocokara & Co. and Tsuruha Holdings use digital platforms to support pre-visit decision-making, while Cainz and DCM Holdings design e-commerce systems that structure the entire store visit experience.

In the context of OMO, it is essential to move beyond the idea of e-commerce as a sales channel and instead recognize its role as a driver of store visits.

In the next chapter, we will explore the practical implementation of OMO in home improvement retail, using real company data and case studies.