Buyer Interview Vol.4 EC site that connects with customers with an unwavering world view [Monoel-naturi-]
goooods 編集部
3/26/25Publish
The secret to creating a site that takes advantage of the lineup specializing in fermentation and the strengths of original products
The fourth interview project with buyers who use goods is the first EC site buyer.
Among the many e-commerce sites, "Natural Food Store Monoel -naturi-", which was released in 2022, is a shopping site that has a middle-class customer and boasts 11,000 PVs per month for related columns.
In the interview, we asked Sachiko Otsubo, the representative of the company, about the operation of the e-commerce site and various ideas as a buyer.
Thoughts on the company's own brand that led to the launch of the site. There is a lot of content, such as creating attractive pages and SEO measures that make use of my experience in the advertising industry for a long time, ingenuity in shopping around, how to connect with customers, division of work with staff, rules that are decided when purchasing, etc.
[Store information]
In 2019, he established Cocory Co., Ltd. and opened the e-commerce site "Pinto Glass Authorized Distributor shop Monoel". Started planning and selling our own products, pre-sales of "Fermented Wisdom Instant Yogurt" and started operation of the official brand site. After that, he started the e-commerce site "Natural Food Store Monoel -naturi-" in 2022.
Currently, we are running multiple owned media such as "Fashionable Middle by Shop Monoel" with a staff of 5.
The first important thing on an e-commerce site is to create a worldview
"Natural food store Monoel -naturi-" handles many health foods that are particular about "not putting unnecessary things in it".
"In the case of an e-commerce site, I think it's important to create a world view that says, 'This is what we do.' All of our staff are working together to provide information that is good for the mind and body that can be eaten with peace of mind every day, and to help everyone with their health."
In 2022, the original product "The Wisdom of Fermentation Instant Yogurtwas pre-sold through crowdfunding.
"Sakiki is a vegetable born in Kyoto, which was once said to be out of the gate, and during the pickling process, powerful plant-derived lactic acid bacteria are produced that can survive even with strong salt, and they are very easily absorbed by the intestines of Japan. It contains inulin, which is rich in dietary fiber, and fructooligosaccharides, which reach the large intestine without being decomposed, so it affects the good bacteria in the intestines and supports the health of the stomach."
"We live in an era where we can easily shop on Rakuten and Amazon, so I think it's very important to have our own products and strengths.
With the aim of further increasing our strengths in the future, we are planning the next product development.
"Next to 'instant yogurt', a powdered lactic acid bacteria supplement that can be easily ingested by simply dissolving it in drinks or sprinkling it on meals.Lactic acid bacteria powderIt is made with a focus on being allergy-free and additive-free, and contains 100 billion plant-based lactic acid bacteria (SUGUKI lactic acid bacteria SOY-1®) per packet.
"I'd like to make other original products, and I'd like to do dried glue next, but it's quite difficult to do fungus-based OEM, and I'm at a bit of a standstill. I want to make good things while looking at other things."
Good eye-catching conductor from inlet to outlet
The first thing you see when you open the page is the banner, which is linked to new products and special products according to the season.
While focusing on its own site, you can choose to purchase from other sites such as Rakuten and Amazon from the cart.
I've been in the Internet advertising industry for a long time, so I have basic know-how on SEO measures, products to put on product pages, and how to present them, and our staff is strong in such creatives. For the products we focus on, we create product images and pay attention to the order of the thumbnails to make the products look more attractive."
"We always want to make our company stronger, so we set low shipping costs. More than half of the sales are sold on Rakuten and other sites. For customers, it is troublesome to enter the address, and it is cheap on sale, so there are many people who inevitably go there."
"However, we don't want to lose out to other stores in the mall shop, so we are creating a flow where people can see it in-house and buy it on Rakuten or Amazon."
The design and amount of information are completely different between the company's website and the mall system.
"Our company values a worldview and makes it clear and easy to understand. Our company, Rakuten, Amazon, etc., each have different things to sell and the timing of sales, so we divide the person in charge and let them proceed almost at their own discretion."
Existence of owned media that connects with customers in multiple directions
One of the most common concerns about running an e-commerce site is "acquiring new customers". Monoel -naturi- operates multiple owned media together, strengthens SEO by creating articles that lead to products, and continuously acquires new customers. In addition, we have achieved over 10,000 PVs per month for three owned media.
"I'm doing a lot of SEO and I often write articles about my products, and I make sure that when I search for keywords such as materials I handle, my blog posts on the site come up at the top of the search."
"There is also an information media site for middle-aged people who care about health, beauty, and fashion called 'Fashionable Middle by Shop Monoel,' where we create introductions and reading materials not only about our own products, but also about health foods."
"We also send e-mail newsletters and Rakuten's LINE, but we are conscious of not just issuing coupons, but rather making sure that they are not just advertisements, such as 'It's this season,' or 'I've started a medicinal meal,' or something that can be easily read so that it sticks with the reader."
Purchasing what customers want and can buy around
In addition to original products, "Natural Food Store Monoel -naturi-" handles about 120 items, including products purchased through goods and items purchased through direct transactions.
"We have a wide variety of products, but we have limited resources so we have a limited number of products that we can hold. Over time, we had what we had left in our basket, and that's how the store came to be."
"The shop's customer base is mainly women in their 40s ~ 50s, and there are many people who want high-quality products rather than cheap ones. Sometimes I find them, and sometimes I put in things that the staff has found."
"We mainly deal in food, but we also sell kitchen goods as a derivative of that. But we limit ourselves to special items that you can't get at 100 yen shops."
Even if you come across an ideal product, if the conditions such as the multiplication rate do not match, it will not be handled without exception.
"In the case of e-commerce, shipping costs are inevitably a bottleneck, so we do not handle products with a multiplication rate of 70% or more at the moment, and we do not purchase products that are sold on other sites or products with a shelf life of half a year or less because there is a high risk that they will be cut off by the warehouse management of the mall."
Purchasing goods is easy to try and error.
At Monoel, we carefully select the products in the basket, which is limited as a site, and we are always looking for new products.
"There are a lot of good goods, so I think it's important to look for them without blurring.
"When negotiating purchases through direct transactions, there are exchanges with the other party such as 'Let me purchase it' and 'What are the conditions,' and there are various invoices, but when purchasing with goods, there is no such thing.
"There are a lot of brands that can be purchased in small lots, so I'm a little sorry, but even if it doesn't sell, I just don't have to order it again."
Show a glimpse of Monoel-naturi-'s shop!
Maybe Monoel doesn't really want to tell (?) Here is the lineup of the sales floor. The store's strengths, instant yogurt, and other items that we confidently recommend to our customers!
▼Monoel-naturi-
Signature productsVegetable lactic acid bacteriaitem. Pickles are also representative of the fermented food culture that has supported the health of Japan people since ancient times. "SUGUKI Lactic Acid Bacteria SOY-1®" is a vegetable lactic acid bacterium collected from the famous "Sukizuke", which is said to be one of Kyoto's three major pickles.
You can make yogurt just by mixing it with commercially available soy milk."Fermented Wisdom Yogurt"It's really easy to make delicious soy yogurt.One bag can be replanted about 3 times.Therefore, "I'm happy because the price is the same as commercially available yogurt!"
▼ Neo Blanco
Japan's only "Fermented Pomegranate 100%[9]" is a popular product at the shop.
Naturally fermented with a rich sweetness and a hint of acidity. Organic & Pomegranate Vinegar Without AdditivesAre.
Since it is thoroughly heat treated at 60°C or lower, the nutrients of pomegranate such as vitamins, minerals, and polyphenols are condensed.
It is said to contribute to anti-aging and longevity"Ellagic acid" is 164 times higher than blueberries!It is recommended for those who are looking for something delicious and easy to consume.
▼Vegetable Tech Inc.
Vegetable supplements as a substitute for saladsThe "Drinking Powdered Vegetables (9 Vegetables)" is a product that has many loyal users and is easy to repeat once purchased.
We use our unique technology to powder 100% domestic vegetables. Each capsule has a different taste of each vegetable."Burdock tastes like burdock, and beets taste like beetroot."(Mr. Otsubo), it is an item that buyers can recommend with confidence.
"Red Shiso, Purple Ginseng, Red Radish", which is recommended for aging care, and "Kale, Carrot Leaf, Burdock", which is full of dietary fiber, are also newly introduced.
Since no additives are added, it is delicious and safe to mix with dishes.
▼ Eight Immortals
Eight Immortals is a brand that deals with organic Asian ingredients under the theme of "the food I choose now for me in 5 years".
In Monoel-naturi-"Organic wolfberry" and "Natsume Hall"dried fruits, such as,You can easily make medicinal curry at home "Biokorma Curry"is on sale.
Goji berries are a fruit with abundant nutrients that people with a high awareness of beauty and health eat as a superfood. The blog on the site thoroughly explains various effects such as aging care, aging of the eyes, and improvement of cold sensitivity.
▼ Healthy Fermentation Living House
Chrysanthemum contains about 32 times more inulin, which is called "natural insulin", than spinach, and has the effect of suppressing the rise in blood sugar levels, making it a recommended ingredient for those who are on a diet or intestinal activity.
"KIKURIN" selected by Monoel -naturi- is100% powdered organic chrysanthemum from Hiroshima PrefectureThe product that did. Since it dissolves quickly, it is easy to add to yogurt and miso soup, and the ways to use it are endless.You can easily ingest rare domestic inulin.That's the point.
In addition, there are other items recommended for dieting, intestinal activity, and immunity boosting.
▼Yamaguchi Sesame Honpo
The "black sesame oil" from "Yamaguchi Sesame Honpo", which Monoel -naturi- is paying attention to, is a dish that surprised the staff, saying, "Real black sesame oil smells like this!"
To make this sesame oil,The ultimate black sesame oil that craftsmen themselves have developed a machine for roasting and squeezing sesame seedshas a superb aroma and richness, and goes well with stir-fried dishes with a strong flavor.
Roast sesame seeds and compress. The squeezed oil is left to rest for about one and a half months, and only the supernatant is filtered four times with Japanese paper, and it takes more than two months to make itIt is 100% precious sesame seeds and full of nutrients.It can also be recommended for a spoonful of healthy habits.
▼EA TOCO
The items of "EA TOCO" that fulfill various "convenience to have" with the theme of "EAT+COOKING" areAdvanced metal processing technology in Niigata's Tsubame SanjoIt is made of:
Handled by Monoel -naturi-"Saji Long/Spoon"is a scoop-shaped spoon with a total length of 25 cm.Perfect for handmade yogurt with a whole soy milk packAs an item, it is a product that can be expected to be bought.
There are many other unique items that you won't be able to part with once you start using them.
POWER OF NATURE
In Monoel -naturi-,The power of sake leesWe are also paying attention to it.
"Cleansing the face with sake lees and rice bran"is a completely additive-free facial cleansing product with only rice bran, wheat bran (wheat bran) and sake lees. You can wash your face and remove makeup at the same time,A gentle scrub leaves you feeling refreshed and chewy after washing.It is reputed.
"Cream of sake lees"is the brand's most popular item. Based on jojoba oil and shea butter, it is a balm cream that uses plenty of Daiginjo sake lees from Hyogo and Takarazuka, which has a high moisturizing effect, and stretches well.Moisturizes well even in small amountsIt does.
With a refreshing yuzu scent, it can also be used for hand cream, lip and hair styling.
▼Hechima Kokochi
The "Hechima Lotion", which is 100% skin-friendly water that has been popular as "beauty water" for a long time, is a skin care item that we would like to recommend in the coming season when the sun will be stronger.
The water extracted from the hemlock, which has been carefully grown without using pesticides for nearly 40 years, is caused by rough skin and sunburn.It is full of ingredients that are good for the skin, such as saponins that prevent blemishes and freckles and condition the skin, and pectin that keeps the skin moisturized and smoothIncludes:
No preservatives, no colorants, no synthetic surfactants, no alcoholIt is processed by pasteurization. It is a product that many parents and children love with their teen children.
How did you like the special feature on the EC site [Monoel -naturi-?
The desire to "make people who care about their own health and their loved ones' happy" and "to help someone 'happy'" is overflowing not only in the lineup of original brands and products, but also in numerous columns and articles. I hope you will visit us!
Brands featured in this article
Monoel -naturi-
From Kyoto's traditional fermented food culture "Sukizuke", you can provide reliable wellness care for Japan.
neo blanco
Japan's only naturally fermented organic "Fermented Pomegranate 9". In principle, we protect nutrients by low-temperature treatment at 60 degrees Celsius, and deliver the ultimate deliciousness of health and nature with the belief that "the body is made by what you eat"
Vegetable Tech Inc.
100% domestic vegetables and additive-free vegetable supplement food with our unique technology to powder whole vegetables. Proposed as a new form of salad that can be stored and carried at room temperature.
Eight Immortals
With the theme of the dietary > that the pioneer of organic wolfberry (goji berry) chooses for me in < 5 years, we have a focus on organic ingredients from Asia.
Healthy Fermentation Living House
For dieting, intestinal activity, and immunity boosting ◎ Complete nutritional food that is gentle on the stomach! We manufacture fermented enzyme brown rice with plenty of enzymes. It is plump and chewy, and you can start fermenting deliciously.
Yamaguchi Sesame Honpo
A professional manufacturer of sesame seeds. We manufacture sesame oil that is gentle on the body and sesame seeds that bring out the original flavor of sesame pressed by the old-fashioned cold pressing method, and processed sesame products that are particular about sesame.
EA to CO
Cook and eat happily. The theme is "EAT+COOKING". From the kitchen to the dining room, it is a tool that creates fun and comfort without borders.
POWER OF NATURE
Additive-free cosmetics and household goods made from reused sake lees and wood that would otherwise be discarded
Hechima Kokochi
Hechima carefully cultivated with the clean air of Toyama and the subterranean water of the Tateyama mountain range. We provide a consistent producer's commitment from production to finished products.
Brands related to this article
GOOD NATURE MARKET
GOOD for the body, GOOD for the mind, GOOD for the community, GOOD for society, and GOOD for the earth. 5 GOOD deliciousness for fun, easy, and everyday meals.
Chaya Macrobiotics
Born from the Edo period restaurant "Hikage Chaya". Using domestic brown rice and vegetables, we operate a body-friendly restaurant and café that does not use meat, eggs, dairy products, or additives. Sells food with chef-devised recipes.
Organic Vege Annex
Vacuum delicatessen pack "VEGE DELI" made using only organic vegetables and additive-free seasonings
Organic Pantry
The sweetness, aroma, and color are all derived from the ingredients. You can enjoy the texture and it is "additive-free". We do not ride the organic boom, but deliver products that seek safety in all aspects of life, including food
KAWAIINE
A new sensation 🌱 of "supplementing vegetables"
It is an upcycled and plant-based food that 🍽 pursues nutrition and deliciousness
ETHICAL FOOD
Based on the concept of "eating habits protect the global environment", we plan and develop plant-based foods using konjac and soybeans as the main ingredients.
Wakamiya Koya
It is a long-established store founded in the 19th year of the Meiji era. Using only carefully selected domestic ingredients, we deliver non-alcoholic and sugar-free products that can be enjoyed with peace of mind by health-conscious people.
sonomono
Based on the concept of "something that is really good for the body," sonomono®️ is particular about the raw materials themselves, and Japan
We are disseminating ingredients and culture both domestically and internationally.
HIME-LIA
The biggest feature of HIME-LIA olive oil is its "unique manufacturing method" that presses frozen olive fruit.
ISATOFARM
Our philosophy is to enjoy food and life through agriculture.
Aiming for a future where organic is the norm, we are growing rice called "Isehikari".
The bounty of the Sahara Oasis
We will introduce processed agricultural products and folk art that are a specialty of the Sahara oasis in southern Tunisia, North Africa
Today's dashi
Kyoto's dashi is on today's table.
We will deliver each one with all our heart so that you can easily enjoy the taste of Kyoto at home.
Prince Papaya
★ We have a large number of one-of-a-kind products using Prince ★ Papaya "King of Enzymes" Miyazaki Green Papaya.
HERBEST
It has been 20 years since we have received everyone's support, and we will continue to be close to your worries without going along with the trend.
Fruit Herbal Tea is a registered trademark of Harvest Co., Ltd.
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Buyer Interview Vol.4 EC site that connects with customers with an unwavering world view [Monoel-naturi-]
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・ Digital and simple ordering procedures
and exhibition-level product information
・ Digital and simple ordering procedures
and exhibition-level product information