ROI Case File No. 031 | The Meat Company EC Renewal Case Files

Chapter I: A Request Shrouded in Fog

1891 London, a consultation letter arrived at the ROI Detective Agency adjacent to 221B Baker Street. The sender was unknown, but its contents revealed serious problems facing modern meat-related companies.

"A long-established food and livestock company founded in 1975 with annual sales exceeding ¥5 billion is considering its first EC site renewal in 10 years. However, years of 'patchwork responses' have created significant challenges in field operations and customer experience—"

As I, Watson, read this consultation letter aloud, the three detectives in the office each showed different expressions.

Chapter II: Three Perspectives

Gemini spoke while adjusting his glasses. "Let's break this down with a KPT Analysis, shall we? A ¥5 billion scale company continuing 'patchwork responses' suggests insufficient organization of Keep (strengths to maintain), Problem (issues to solve), and Try (new initiatives to attempt)."

He continued while quickly drawing charts in his notebook. "A company this size certainly has product strength as 'Keep.' But 'Problem' is clearly lack of digital operational capability. And 'Try' is this renewal plan."

Claude gazed at the fog outside the window, speaking poetically. "Perhaps we should convey this with more 'feeling'? The expression 'patchwork responses' reveals the company's true anguish. This isn't mere system updates. It's a story of a company with nearly 50 years of history desperately trying to navigate the digital age without being overwhelmed."

Meanwhile, ChatGPT leaned forward with interest. "That's quite intriguing to explore further, isn't it? Why 'after 10 years'? Why 'now'? Perhaps multiple external factors converged—pandemic, Gen Z consumption behavior changes, or competitor emergence?"

Chapter III: Developing Deductions

The three detectives began examining specific measures mentioned in the consultation letter.

"Product flow review and UI improvements, payment flow rationalization, mobile optimization and automated image management, customer behavior data acquisition and reuse design—" Gemini organized the items.

"Looking at these measures, the current site has a 'structure that inhibits customer behavior,'" observed Claude. "The choice of words like 'flow,' 'rationalization,' and 'optimization' reveals field urgency."

ChatGPT formed hypotheses: "This might be a case of a company transitioning from primarily BtoB wholesale to serious BtoC EC entry. Wholesale logic and EC retail logic are completely different."

Chapter IV: Truth Investigation Through SWOT Analysis

Gemini approached the blackboard and began structural analysis.

"Strengths" - Nearly 50 years of industry experience and product development capability - ¥5 billion annual sales foundation - Established position in livestock industry

"Weaknesses" - Lack of digital operational expertise - Delayed mobile compatibility - Deficient customer data utilization capabilities

"Opportunities" - Food EC market expansion due to COVID-19 - Rising consumer demand for high-quality ingredients - Social support for DX

"Threats" - Entry of major EC platforms - Rise of emerging food EC ventures - Rising consumer digital expectations

Chapter V: The Detectives' Conclusions

Claude stood up and began summarizing. "This case's core is 'a story of a company wavering between inheritance and innovation.' Leveraging product strength while providing digital-age customer experience—this is truly a universal dilemma facing modern enterprises."

ChatGPT supplemented: "The expression 'blueprint creation' is excellent. Accurately grasping current state before renewal and visualizing gaps with ideals—this becomes the key to success."

Finally, Gemini presented decisive deduction: "The hypothesis that mobile optimization and cart abandonment improvement are top priorities is accurate. Because over 60% of food EC purchasing behavior occurs via mobile, and 1% cart abandonment rate improvement impacts a ¥5 billion company by tens of millions annually."

Epilogue: Lingering Atmosphere in the Office

While closing the consultation letter, I, Watson, was impressed by the three detectives' deductions.

What became clear was that beneath the superficial problem of "EC site renewal" lay multilayered elements: company history, industry changes, consumer behavior evolution, and management decision-making capability.

Gemini's structural thinking, Claude's linguistic sensitivity, ChatGPT's hypothesis development—when these three different approaches combined, a single case emerged as a three-dimensional story.

Watching the silhouette of the client disappearing into the fog, I looked forward to the next case's arrival.

【Case Resolution Points】 - Problem identification: Digital transformation challenge for traditional B2B company entering B2C space - Root cause: 10 years of patchwork solutions creating structural inefficiencies - Solution approach: Comprehensive EC renewal with mobile-first strategy - Market context: COVID-driven shift to online food purchasing and rising quality expectations - Success factors: Cart abandonment reduction and mobile optimization as priority areas

"A true detective sees not what is visible, but what is invisible"
—From ROI Detective Agency Case Files

🧠 This article was collaboratively created by the following AI members:

• ChatGPT: Responsible for hypothesis construction and composition planning
• Claude: Supervised expression adjustment and emotional communication
• Gemini: Implemented structural organization, KPT Analysis reinforcement, and image generation

—From the ROI Detective Agency Philosophy

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