The number of reviews received tripled after the introduction of U-KOMI. Detailed responses to reviews also contributed to improved customer satisfaction.

HEAVEN Japan Co., Ltd. handles everything from the development and sales of "appropriate lingerie" tailored to women's ages, body types, and lifestyles to customer support. The company focused on reviews as a way to convey the feel of lingerie even in e-commerce settings, and after implementing U-KOMI, it achieved significant results, including a threefold increase in the number of reviews compared to before implementation.In this article, we spoke with 山地様, who is in charge of U-KOMI operations at the company, about the challenges they faced before implementing U-KOMI and the results they’ve seen since.

Manufacturing and selling "comfortable underwear" tailored to each individual customer

First, could you tell us about your business?

We are a D2C company that handles everything from the development and manufacturing of women’s underwear to sales, packaging, and after-sales service. In addition to our e-commerce platform, we operate “Try-On Experience Salons”—physical stores dedicated to fitting—where professional fitters recommend products tailored to each individual customer.

We promote our unique concept of “appropriate underwear.” While conventional shapewear may give the impression of constricting the body to correct one’s figure, our underwear is based on the philosophy of “adapting the underwear to the body.” We create “comfortable underwear” that suits changes in age, body type, and physical condition, as well as each customer’s lifestyle.

Our mission is to “deliver joy, inspiration, and smiles to people around the world through lingerie.” Rather than simply selling lingerie, we develop products and services with the goal of thoroughly addressing concerns regarding lingerie and body shape, aiming to bring a smile to our customers’ faces.

What are your company’s strengths?

One of our strengths is our extensive size range. While there are few stylish options for larger-sized bras, we offer sizes up to K-cup, and we receive feedback from customers saying, “It’s hard to find larger sizes, but I was able to buy a great one at HAEVEN Japan.” We also pay close attention to craftsmanship; our products feature more components than those of other companies, resulting in items that fit the body more snugly.

Additionally, while it’s difficult to find the right bra size without an in-person fitting, one of our strengths is that customers can consult with our specially trained staff in advance via phone or LINE to select the right product online. If the item doesn’t fit, free returns and exchanges are available. We’ve been offering this online consultation service since before the pandemic, so we have a proven track record and a reputation for reliability.

Recognizing the importance of reviews in conveying product quality online, we implemented U-KOMI

What challenges did you face before implementing the review tool?

Since our products are lingerie, it was difficult to convey their appeal through e-commerce information alone, and we were struggling with stagnant conversion rates. We were using the review feature built into the shopping cart, but the low review acquisition rate was also a challenge.

Amidst this, as we were considering how to better convey the merits of our products, we realized that gathering more customer feedback on their actual experiences wearing the items was crucial, leading us to explore the introduction of a new review tool.

Originally, we wanted to embed Instagram posts on our site and were looking for a service that could do that. However, we gradually began to think that reviews might be more important, which led us to shift our focus toward implementing a review tool.

With other review tools available, what was the deciding factor in choosing U-KOMI?

We considered several other products, but the main deciding factor was that U-KOMI was relatively inexpensive and seemed to offer excellent value for money. Many review tools are foreign products, and some only offer support in English. We were impressed that U-KOMI provides support in Japanese and responded quickly when we needed to coordinate with our web development company.

Additionally, our products come in a wide variety of colors, and while reviews are typically linked to specific colors, we appreciated that we were able to implement a feature that consolidates reviews into a single pool by removing color distinctions. Since it integrates via API with our cart system, the ability to automatically sync data without manual uploads was another key factor in our decision to adopt it.

Since implementing U-KOMI, the number of reviews has tripled. We can now also filter reviews by customer attributes.

What results have you seen since implementing U-KOMI?

After implementation, the number of reviews increased by about three times. We were able to reply to reviews, which allowed us to communicate with customers.Another benefit is that we can now provide detailed support—such as guiding customers through returns or exchanges—even when we receive negative reviews. Additionally, since we can customize questions when requesting reviews and sort them based on customer attributes (such as age group or bust size) derived from those questions, we can now narrow down the reviews we want to see. This allows customers to make purchases by referencing the opinions of others with similar concerns, which we believe has led to improved customer satisfaction.

Furthermore, we can now download review text as data after setting specific filters, allowing us to identify touching moments we might have otherwise overlooked and incorporate them into our advertising copy.

Finally, please let us know if you have any future outlooks, expectations, or requests regarding U-KOMI.

Moving forward, we would like to utilize the review lottery feature and the Instagram posting feature.

Currently, we often receive inquiries from customers asking why they haven’t received a review request email. Allowing customers to write reviews directly from the product page rather than replying to an email would prevent us from sorting reviews based on custom questions, so we feel this is an issue we need to address in the future.