• JAL is Japan's leading airline and launched the JMB World Marketplace to inspire and fulfil the rewards needs of their members.
  • Customer experience is the key to a successful shopping trip and leveraging insights across the journey is vital for delivering satisfaction.
  • Loylogic data insights showed that valuable customer segments were exiting the shop after unsuccessfully finding what they were looking for.


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  • A thorough analysis of segmented search data and category conversion data highlighted the new opportunity products.
  • Using expected conversion rates and product margin data the incremental uplift was estimated on a monthly and annual basis.
  • Sourcing managers leveraged their supplier network to expand specific product ranges and introduce new seasonal lines at key points in the year.
  • Marketing managers launched the new ranges to key segments in CRM and digital banners on the JMB World Marketplace e-commerce site.


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  • Fine Foods category introduced and is now a top 3 category by revenue.
  • New Year Celebration seasonal ranges delight customers.
  • Expanded Golf section with premium products for Elite segment.
  • New partnerships with category heroes in apparel and electronics.

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