BCL, the Company Behind Hit Brands Like 'Saborino', Revamps Its Online Shop with Mercart. Integration of Regular and Subscription Sales Enables Speedy Brand Development.

Mercart Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Akihiro Watanabe; hereinafter 'Mercart') announces that its cloud EC building platform 'Mercart' has been adopted for the renewal of the 'BCL Online Shop' operated by StylingLife Holdings BCL Company (Headquarters: Shinjuku-ku, Tokyo; Company Executive President: Kazushige Omura).

In this renewal, the systems for regular sales and subscription sales, which were previously operated separately, have been consolidated into 'Mercart', significantly improving management efficiency and customer convenience. Furthermore, as a portal site housing over 20 brands, infrastructure enhancements to handle large-scale traffic surges and operational optimization have been implemented, creating a digital foundation that combines the agility and stability required of a manufacturer-direct sales site.

■ About BCL Company
BCL Company is the beauty and lifestyle business division of StylingLife Holdings Co., Ltd. It develops over 20 diverse brands, from skincare to makeup, including long-selling products like 'Saborino' and 'Kansousan'. Guided by the philosophy 'Beauty Creative Life.', it continues to offer new value both domestically and internationally.

■ Background of the Renewal
BCL Company, which boasts numerous hit brands, operates over 20 brands on a single portal site. Previously, using separate systems for regular and subscription sales led to management complexity and data dispersion. Additionally, the company needed to balance agility and stability as a manufacturer-direct site, requiring quick responses to diverse brand needs and resilience against sudden traffic spikes from media exposure or highly topical collaboration product launches.

In selecting a platform, key deciding factors were not only the operational efficiency gains from system consolidation but also the advanced infrastructure features of the cloud-based system, such as the 'Waiting Room' for controlling large-scale traffic. Mercart was adopted as the foundation for enabling stable and speedy information dissemination without compromising the unique worldviews of its diverse brands.

■ Improved Customer Convenience and Management Efficiency through System Integration
Regular and subscription sales, previously managed on separate systems, have been integrated into a single Mercart system. This allows customers to complete both types of purchases with one account, significantly reducing stress in the purchasing process and improving customer convenience.

On the operational side, a system for centralized management of orders, inventory, and customer data has been established. The operational capacity freed up by the system integration can be redirected towards higher-value marketing initiatives and content creation, enabling faster and more flexible brand development as a manufacturer-direct site.

■ Efficient Management of Over 20 Brands and a Site Design That Doesn't Confuse Fans
To turn the 'large number of brands' into a strength, the site was designed to draw out each brand's individuality while minimizing operational load. By using two types of templates—one for major brands requiring rich expression and another for brands with simpler configurations—the company has established a system that allows for speedy information updates while maintaining each brand's unique world.

Furthermore, search pathways have been strengthened, allowing customers to search for products across brands using tags like 'skin concerns' or 'usage scenarios', not just by specific brand names. By building a UI/UX that allows customers to smoothly find the optimal product from BCL's diverse lineup, the portal site's function of creating encounters with new brands has been enhanced. This is also expected to stimulate cross-brand purchasing and overall site activity.

■ Strengthening Outreach to Overseas Fans and Infrastructure for Stable Site Operation
Anticipating an increase in overseas fans, the company has introduced multilingual translation functions and set up pathways to Chinese SNS like 'Xiaohongshu (Little Red Book)', creating an environment to deliver the appeal of BCL brands across borders. By strengthening information dissemination that overcomes language barriers, the company is building a digital foundation that allows more customers, both domestic and international, to deeply understand BCL's worldview and foster a sense of affinity for the brand.

Additionally, a 'Waiting Room' function has been introduced to prepare for traffic surges associated with highly topical campaigns. This prevents opportunity loss by guiding users in order without crashing the site during peak traffic. By establishing a stable operational foundation that allows for the safe execution of initiatives, the company enhances the reliability of its official manufacturer site.

■ Mercart Service Overview
Mercart is a domestic SaaS-type cloud EC platform that provides 'data integration' and 'AI utilization' as a one-stop solution for mid-sized and large enterprises. Its greatest feature is a 'next-generation growth environment' where an AI agent integrates scattered customer and inventory data to derive optimal sales strategies. Through AI-driven operational efficiency and high-precision personalization, it achieves an average sales growth rate of 480% for adopting companies. Advanced marketing functions and promotional strategies transform new customers into lifelong fans (improving LTV), rather than one-time buyers. With up to 240 free updates per year, it constantly reflects the latest trends, and boasts a thorough support system with a 97% satisfaction rate. Equipped with industry-leading security, it is chosen by many growing companies as a recommended EC cart for business success.