BOTANICO Launches Integrated E-Commerce Model for Baby Clothes Achieving 250% YoY Sales Growth

We have established a purchasing funnel model for baby clothes e-commerce operators that combines Instagram operations, User-Generated Content (UGC) utilization, mom influencer strategies, and e-commerce consulting.

As a result, e-commerce sales targeting the parenting generation achieved a 250% increase compared to the previous year.

This initiative is an integrated e-commerce model that visualizes "empathy," "peace of mind," and "real-world usability" on social media, tailored specifically to the unique purchasing behaviors of the parenting generation.

## 1. Background: Changes in Purchasing Behavior in Baby Clothes E-Commerce

The target baby clothes e-commerce site faced the following challenges:

- Running an Instagram account but struggling to link it to purchases
- Product pages alone failing to convey the feel of the material and sizing
- Difficulty in gaining the trust of the mom demographic
- Experiencing traffic to the e-commerce site but having a low Conversion Rate (CVR)
- Difficulty in differentiating from competing brands

To address these issues, BOTANICO implemented a routing design: "Empathy on SNS -> Peace of mind through UGC -> Purchase on E-commerce."

## 2. Strategy Overview: Instagram x UGC x Mom Influencers x EC Consulting

In this project, rather than simple SNS management, we designed marketing based on the decision-making processes of the parenting generation.

### 1. Instagram Operations

- Broadcasting wear images and seasonal outfit coordination
- Producing Reels that evoke parenting scenes
- Designing posts to show "lifestyle" rather than standalone products
- Improving the routing from the profile to the e-commerce site

Creating the feeling of "I want my child to wear these clothes."

### 2. UGC (User-Generated Content) Utilization

- Utilizing posts of outfits by actual buyers
- Real review posts from moms
- Visualizing sizing and material feel
- Visualizing real usability on social media

Eliminating the question of "How is it really?"

### 3. Mom Influencer Strategies

- Appointing micro-influencers strong in the parenting and childcare domains
- Deploying scenes of actual wear and daily posts
- Constructing natural word-of-mouth routing that suppresses the feeling of advertisements
- Forming empathy by leveraging the relationship of trust with followers

Delivering "reality from a mom's perspective."

### 4. E-Commerce Consulting

- Improving product pages
- Optimizing size and material descriptions
- Improving routing for gift demand
- Optimizing the routing from Instagram to purchase
- Implementing CVR improvement measures

Lowering the "hurdle to purchase."

## 3. Results: Achieved 250% YoY Sales Growth

After implementing these measures, the following results were achieved:

- E-commerce Sales: 250% YoY
- Increased traffic via Instagram
- Increased number of UGC posts
- Improved product page circulation rate
- Expanded awareness via mom influencers

In particular, the routing of "Discovering on Instagram," "Feeling reassured by mom influencer posts," "Confirming with UGC," and "Purchasing on e-commerce" functioned effectively, leading to improved conversion rates.

## 4. Exceptionality: Integrated Design for Parenting Generation's Unique Purchasing Behavior

The feature of this initiative lies in integrating Instagram, UGC, mom influencers, and e-commerce routing into a single entity.

In baby clothes e-commerce, purchasing is heavily influenced not just by price, but by:

- Peace of mind
- Usage image
- Evaluations from other moms
- Real-world usability

By designing the purchasing funnel around "empathy" and "peace of mind," BOTANICO realized a 250% year-over-year sales increase.

## 5. Conclusion: "Empathy Routing" Changes Sales in Baby Clothes E-Commerce

Through this initiative, BOTANICO established an integrated model that stretches e-commerce sales for the parenting generation to 250% by combining:

- Instagram (Awareness and Worldview)
- UGC (Peace of mind)
- Mom Influencers (Empathy)
- E-commerce Consulting (Purchasing funnel)

Moving forward, we will expand this model to:

- Baby goods
- Kids apparel
- D2C for moms
- Parenting-related e-commerce.