Since mail order is face-to-face, I wanted to understand my customers better.

While keeping up with the times and our customers,
The mail order division continues to take on challenges.

There is a lineup of Kirishima products that can only be purchased at Kirishima Shuzo 's directly managed stores, such as "Kin Kirishima" and "Kuro Kirishima MELT." The Mail Order Division plays a major role as a sales channel for these products.
We spoke to Watanabe Hatsumi from the Mail Order Division about his daily work and challenges.

The mail-order division was launched in 2006. At the time, Kuro Kirishima was a hit and they were forced to adjust shipments, but they had already decided to sell Kin Kirishima and Kuro Kirishima MELT, which use the same raw liquor as Kuro Kirishima.
However, since these products cannot be mass-produced at once, it was difficult to distribute them through the same distribution channels that sell regular honkaku shochu.
So one idea that came to mind was a mail-order business. Mail-order sales are now commonplace, but at the time, shopping over the internet had not yet taken hold, so it was a pioneering move in the industry.

With few precedents, it was a start like groping in the dark. However, after overcoming numerous obstacles, they managed to launch a mail-order business.
"I heard that the members involved in the launch at the time had the stance that, 'We can't let this challenging product not sell because of the sales channel. We should do everything we can.'" Watanabe says.

Watanabe was transferred to the mail order business department in 2011. This was around the time when the mail order business system was starting to take shape. However, at the time, half of the orders were made online and half were made over the phone. Watanabe decided to focus particularly on the online business.

As the company expanded its mail-order business, it not only sold directly to customers through its own website, but also tried opening malls on major mail-order sites, setting up Kirishima Shuzo shops within those sites. However, the company has now discontinued these store openings in order to focus on improving its own website.
"I realized that our own website allows us to see each and every customer. We can send direct mail to those who need it, and we can also take an approach that is in line with the seasons, which I think is more Kirishima Shuzo-like. This is also something we were able to realize only by taking on the challenge of opening a store in a mall. I think it was a very meaningful experience," said Watanabe.
In 2021, the company also undertook a renewal of its website. To meet the needs of customers who want to deepen their understanding of the product in accordance with their purchasing purposes, the website features a "Shochu Beginner's Guide" and interviews with product developers. In addition to the website, the company also operates social media platforms such as Instagram, aiming to disseminate information that reaches each individual customer.

Even now, as they strive to achieve this, they still often find it difficult to communicate directly with customers, and they shared an example from when they were renovating <Gyoku>Kin Kirishima.
"When we relaunched the product, we added agave syrup, which gave it a subtle sweetness, but depending on how we explained "sweeter," some customers imagined it as a sweet drink that you dilute with syrup and drink. We use the flavor descriptions provided by our in-house blender in advance when interacting with customers, but everyone perceives flavors differently. Because we have a wide variety of customers, this was an opportunity for the entire division to consider ways to describe the product that would be more easily understood and suited to each customer."
Watanabe says that even though he finds communication difficult, the people who make inquiries are often the ones who are passionate about Kirishima Shuzo, which makes him feel happy.

The original goods are also said to be popular among Kirishima Shuzo fans.
There were also limited-time goods available; for example, around Valentine's Day, drawstring bags featuring Aka Kirishima and Kuro Kirishima were produced and sold as a set.
These goods are born from customer feedback, and if they are well received, we will promote them to regular sales, and we are constantly considering ways to meet the expectations of our fans.

Watanabe wants to understand his customers better. His ambitions are far from over. Since last year, the company has been promoting digital transformation, and he has fully implemented online surveys and is focusing on building a system that makes full use of digital technology to create a clearer picture of customers.
On the other hand, during gift seasons such as Father's Day when there are many shipments, Kirishima Shuzo employees themselves go to the shipping companies to help with packaging, and do not neglect the tedious manual work.
"Our department is still small within the company, but because of that, it's an environment that allows us to take on a variety of challenges. How can we make people love Kirishima Shuzo even more? Until the day comes when we're told it's no good, we want to remain steadfast and continue to challenge ourselves to do new things that are only possible because we're a mail-order business," he says happily.
At first glance, it may seem difficult to imagine human connections in the mail-order industry, but that is precisely why a warm, humane, and earnest attitude that wants to understand customers will continue to be needed.