Latest Japanese E-Commerce Case Studies 2025:BS Japan

BS Nippon Corporation: A Leading Case of TV Commerce × E-Commerce Integration Achieving 90% Reduction in Operational Workload

1. Business Background and Initial Challenges

1.1 About BS Nippon and Its EC Operations

BS Nippon Corporation operates TV broadcasting as its core business while also running the in-house television shopping program “BS Nippon SHOP.”Initially, the company focused on anime-related merchandise and character goods, but in recent years it has expanded its product lineup to include food, household items, and general consumer goods.

BS Nippon’s customer base is characterized by a significantly higher proportion of senior users compared to typical EC platforms. Consequently, UI/UX design tailored to older consumers has been a critical managerial priority.

1.2 Key Issues in the Early Phase of EC Operations

The EC site was originally introduced to serve as an overflow channel when the call center became overwhelmed during TV broadcasts. However, the previous EC cart system had several limitations:

(1) Insufficient Operational Flexibility

• Lacked robust promotional functions such as coupons, point programs, and flexible campaign setups

• Difficult to execute sales-growth initiatives

(2) UI/UX Inadequate for Senior Users

• Difficult navigation and product search

• Operational confusion leading to increased inquiries and order errors

• The EC channel created additional workload instead of reducing it

(3) Complete Separation of Online and Offline Information

• TV orders (via phone) and EC orders were managed in entirely separate systems

• Inventory and order allocation had to be reconciled manually via Excel

• TV-broadcast peaks caused frequent stock discrepancies

• Overall operations reached a critical workload limit

Among these, system fragmentation and inventory misalignment were especially severe obstacles to EC growth.

2. EC System Renewal and Adoption of “W2 Unified / W2 Repeat”

Recognizing these issues, BS Nippon made the strategic decision to overhaul its EC system.The company adopted W2 Unified (later evolved into W2 Repeat)—a system designed to seamlessly integrate EC operations with offline channels.

2.1 Unified Management of Online and Offline Orders

The most impactful enhancement was the integration of phone orders from TV broadcasts and online orders into a single management platform:

• Phone orders (post-broadcast) and EC orders consolidated into one system

• Real-time inventory synchronization across channels

• Manual Excel-based adjustments nearly eliminated

This solved the bottlenecks that previously occurred during high-volume TV shopping broadcasts.

2.2 UI/UX Optimization for Senior Users

User-behavior analysis led to a complete redesign tailored to older audiences:

• Automatic prioritization of “Latest Broadcast Items” immediately after the TV airing

• Placement of popular categories (e.g., jewelry) in prominent header positions

• Larger fonts, high-contrast color schemes, and simplified navigation

• Larger tap areas for smartphone and tablet users

As a result, user confusion dramatically decreased, and inquiry volume dropped significantly.

2.3 Enhanced Marketing Capabilities

The new system enabled marketing functions that were previously impractical:

• Automated campaign execution

• Coupon and point reward engines

• Personalized promotions based on customer attributes

This allowed BS Nippon to transition from manual, reactive operations to proactive digital marketing.

3. Concrete Outcomes: Reducing Operational Workload by 90%

3.1 Mechanisms Behind the 1/10 Workload Reduction

Digital integration significantly streamlined core workflows:

Task Category	Before	After	Reduction
Inventory allocation	Manual via Excel	Automated	60–70%
Data entry / system linkage	Manual between systems	Auto-sync	80–90%
Inquiry handling	High due to UI issues	Reduced via UX optimization	40–50%
System maintenance	Multiple system management	Integrated platform	30%

Peak-time disruptions during TV broadcasts—once the largest bottleneck—were virtually eliminated.

3.2 Contribution to Sales Growth

Improved operational infrastructure also led to measurable business gains:

• Shipment volume 1.3× increase due to stable inventory and easier purchasing

• Higher EC adoption rate among customers

• Improved discoverability and purchase completion rates

BS Nippon achieved both efficiency gains and revenue growth simultaneously.

3.3 Reduced Operational Stress

After the system renewal, day-to-day burdens decreased dramatically:

• No more emergency adjustments during broadcast call rush

• Fewer order and shipping errors

• Easier information sharing among operators

Overall operational stability improved substantially.

4. Technical Foundations of System Integration

4.1 Architecture of W2 Repeat

Key elements that made unified management possible:

• Integrated customer/order database (TV + EC orders synchronized)

• Real-time inventory synchronization via API

• Automated workflow from order to shipment

4.2 Comparison with the Previous Environment

Before:

• Separate systems for phone orders and EC

• Manual data matching required

After:

• Completely unified platform

• Minimal human intervention

5. UI/UX Strategy for Senior Users

Given the age distribution of BS Nippon’s audience, UI/UX design focused on accessibility:

• Simplified navigation aligned with TV shopping flow

• Readable typography and high-contrast color schemes

• Large tap areas for touch devices

• Automated broadcast-linked product listing

These optimizations increased both site arrival and purchase completion rates, while reducing customer support load.

6. Industry Implications and Best Practices

BS Nippon’s case is widely recognized as a best practice in Japan’s TV shopping and omnichannel industries. It highlights the importance of:

1. Channel integration as a driver of efficiency

2. Balancing operational efficiency with customer experience

3. Digital inclusion for senior demographics

4. Leveraging TV×EC synergy to expand revenue streams

7. Future Expansion Enabled by the New System

With the integrated system as a foundation, BS Nippon can now pursue:

• Advanced marketing automation

• Refined ROI measurement by linking broadcast data and EC analytics

• Potential D2C brand expansion leveraging unified customer data

Conclusion

BS Nippon’s DX transformation clearly demonstrates how severe operational inefficiencies—caused by online/offline system fragmentation—can be resolved through unified platform integration.

Key achievements include:

• 90% reduction in operational workload

• Stable, automated inventory management

• Improved customer experience for senior users

• Stronger marketing execution and higher sales

This case illustrates how a broadcaster can successfully modernize TV commerce by integrating EC into its core business infrastructure, setting a benchmark for Japan’s broader OMO and digital transformation strategies.

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