Customer Journey Analysis Fuels 131% Conversion Boost

beBit Group joined forces with Japan’s largest second‑hand bookstore chain BOOKOFF applied visualized customer journey analysis and lift conversion rates by 131%. The effort also drove a surge in average usage frequency and boosted customer lifetime value. This achievement marks a pivotal moment in BOOKOFF’s post‑pandemic digital transformation, as data‑driven user experience improvements have instilled a truly customer‑focused mindset across the entire organization and accelerated the seamless integration of online and offline services. 

Legacy Retailer And Tourist Favorite Charts Sustainable Rebound With beBit UX Growth Ops.

With a 30‑year legacy and over 800 outlets, BOOKOFF is Japan’s premier second‑hand retailer and a favorite among tourists—now extending its reach into the U.S. market. From books to electronics, mobile phones, and apparel, its diverse inventory sets it apart. Yet the pandemic drove foot traffic to historic lows, even sidelining longtime patrons. Rather than lean on temporary fixes like coupons or price hikes, BOOKOFF partnered with beBit to launch a UX Growth Ops initiative—an authentic customer‑centric strategy designed to deliver sustainable and  long‑term recovery.

Enhance Shopping Experience Through Customer Journey Analysis Unlocks lasting Loyalty Gains And Engagement 

Partnering with beBit, BOOKOFF leveraged data analysis and user surveys to transform every stage of the customer journey—from first purchase to repeat visits and brand advocacy—into a clear customer journey map. This map revealed critical pain points, key experiences, and performance checkpoints across site visits, account registrations, and shopping flows. According to Hideaki Kodera, E‑commerce Service Planning Manager at BOOKOFF, adopting beBit UX Growth Ops allowed the team to set precise user experience goals, establish a structured improvement framework, and allocate resources more effectively.

The results speak for themselves: form conversion rates climbed 131%, average annual usage frequency increased by 104%, and total spending per customer rose by 4 percent, driving significant growth in customer lifetime value.

Driving OMO Integration And Cross-Department Collaboration

For a business with 800 stores and an e-commerce platform, aligning online and offline experiences was a key challenge in improving user experience. Previously, BOOKOFF’s physical stores and e-commerce were managed by separate departments, each focused on short-term performance—leading to internal conflict.

Through beBit’s customer journey and behavior analysis revealed that customers who used both the online and offline services were far more likely to become loyal, repeat customers. This insight shifted internal perspectives and encouraged deeper interdepartmental collaboration.

“To customers, BOOKOFF is BOOKOFF—whether they’re shopping online or in-store, buying or selling, they expect a seamless and unified experience,” Kodera noted.
“This insight broke down internal silos and promoted a comprehensive OMO experience.”