We get more than 300 reviews per month with the introduction of U-KOMI! Customer feedback is also utilized in product development!
Case Study Interview
Vieon Co., Ltd., the company behind the women’s lingerie brand “momoful,” faced a challenge in gathering authentic customer feedback (UGC) to help guide product purchases. After implementing U-KOMI, they quickly amassed a large number of reviews. This has enabled them to incorporate customer feedback into product improvement and development. We
spoke with 針元様, who oversees U-KOMI operations at the company, to learn about the reasons behind the implementation and the results achieved.
A women’s underwear brand that balances “cuteness” and “functionality”
First, could you tell us about your business?
We operate the women’s underwear brand “momoful.” Focusing on hip-lifting shorts and moisture-wicking shorts, we offer products that combine “cuteness” and “functionality” to make daily life more comfortable for women, whose well-being is often affected by hormonal fluctuations.
Our brand mission is to “raise the quality of life (QOL) of women worldwide by 1%,” and we are committed to delivering products that make women happy simply by wearing them.
We wanted to gather authentic customer feedback, so we
considered implementing U-KOMI
What challenges did you face before implementing the review tool?
We had been promoting our products through social media and advertising, but our main challenge was a lack of authentic customer feedback (UGC) that could serve as a deciding factor for purchases.
Our challenge was a lack of authentic customer feedback (UGC) that could serve as a deciding factor for purchases.
What was the background or trigger for considering the introduction of a review tool?
Our ad CTR and CVR had plateaued, and we were looking for ways to improve them. Absorbent underwear, in particular, is a product category with a high psychological barrier, as many people say, “I know about it, but I’m hesitant to start using it because I don’t know how it feels.” That’s why we thought that authentic customer testimonials would encourage purchases and directly boost our CVR.
We had reached a limit with our internal "customer feedback" system, as updating its content was time-consuming and costly. In this context, we hoped that if we could collect and utilize content naturally posted by users, we could incorporate it into our landing pages, potentially improving the efficiency of our overall marketing efforts—not just advertising.
With other review tools available, what was the deciding factor in choosing U-KOMI?
The biggest deciding factor was that the price was overwhelmingly lower than other tools. When prices are high, even before measuring effectiveness, resistance arises—people start asking, “Do we really need to spend this much?” Given those concerns, U-KOMI’s affordability was very appealing, and we felt it would be easy to implement.
We were also drawn to the ability to manually select which posts to display using the “Pickup” feature, the efficiency gains from the AI-powered review reply function, and the intuitive user interface. The comprehensive support has also been a great help.
Review submissions have increased to over 300 per month! Customer feedback drives purchases
What results have you seen since implementing U-KOMI?
Since implementing U-KOMI, we’ve been able to gather a significant number of reviews. For products like absorbent underwear, where the actual user experience is particularly important, we feel that these reviews are driving purchases. We’ve also found that many customers refer to reviews when choosing sizes.Since choosing the right size can be difficult in e-commerce, I feel that customers’ real-life feedback is helpful when they’re considering a purchase. Specifically, we’ve received comments like, “This helped me choose the right size,” and “I was skeptical at first, but after reading the reviews, I decided to go ahead and buy it.” Before implementing U-KOMI, the only information users could rely on was influencer recommendations, so I believe this has been a major benefit of the implementation.
Another benefit of the implementation is that we now regularly receive customer feedback, allowing us to identify strengths and areas for improvement, which we can then use to enhance and develop our products. For example, we can respond individually to dissatisfied customers and delve deeper into their concerns. In fact, based on customer feedback, we were able to launch an XL size and begin developing bras that pair well with our shorts. As you can see, this has been quite helpful for new product development.
Regarding our size revisions, we previously relied on reviews from major e-commerce platforms like Rakuten and Amazon, but now we can collect customer height and weight data directly from our own e-commerce site to inform our adjustments.
Specifically, how many reviews are you now collecting?
We receive at least 4 or 5 reviews per day, and around 10 to 20 at the start of the week; most recently, we collected 313 reviews in a single month. Since we received almost none before implementing the system, the increase in review volume since then has been truly remarkable. When we implement CRM initiatives, orders increase, and many customers—such as repeat buyers—tend to post reviews at that time.
Finally, please let us know if you have any requests for U-KOMI or expectations for the future.
While it’s already been a great help, we’d like to engage in deeper communication with each and every customer. However, we lack the human resources to dedicate to this, so we’d appreciate some ways to make this more efficient.
It would also be helpful if the dashboard could show the review status for each product at a glance.
Furthermore, how to gather reviews when new products are released and how to increase Instagram posts are also issues we plan to address in the future. We’d like to explore options such as asking loyal customers for reviews in advance or running posting campaigns (e.g., awarding points through a lottery) to encourage customer reviews.
