Background and Rationale for Implementation
doop aims to redefine commercial practices by integrating trade-in as a new purchasing channel in e-commerce. Home appliances are often used for extended periods, and many unused items remain in households. Furthermore, resistance to discarding usable items and the hassle of disposal often become barriers to repurchase.
doop addresses these challenges by transforming unwanted items from “waste” into “new value,” thereby facilitating a more natural repurchase experience for consumers. Tiger Corporation’s decision to adopt doop was based on three key factors:
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The ability to offer customers a new purchasing experience of turning unwanted items into new value.
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A mechanism that allows simultaneous purchase and trade-in completion online.
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The creation of unique value for the online store, distinct from physical retail.
Discussions for the implementation involved various perspectives, including PR, logistics, quality assurance, customer service, and sustainability. The project advanced through positive communication, focusing on how to move forward. The alignment of Tiger’s vision, “Spreading happy family circles around the world,” with doop‘s goal of “creating a circular experience where things are passed on to the next user,” led to this successful partnership.
What is doop?
doop is a service that integrates a “trade-in” purchasing channel into e-commerce. It provides a system where consumers can trade in their unwanted items at the time of purchase, along with an integrated operation for collection, assessment, and purchase. Consumers can reduce their expenses for new purchases by converting unwanted items into funds, while EC businesses can increase sales by implementing a new purchasing channel. This creates a mutually beneficial, new e-commerce shopping experience for both consumers and businesses. The service can be implemented immediately by simply installing a tag on an EC site, with doop managing all operations.
For more information on doop, please visit: https://lp.d00p.jp/
Scheme
The trade-in program covers 10 product categories: jar rice cookers, electric pressure cookers, electric griddles, hot plates, toaster ovens, coffee makers, blenders, food processors, electric kettles, and electric pots. The trade-in is not limited to Tiger products but includes all home appliances manufactured within the last five years, regardless of brand. Furthermore, the trade-in item does not need to be in the same category as the purchased product; for example, a coffee maker can be traded in when purchasing a rice cooker.
Comment from Tiger Corporation
Mr. Kazuhiro Nishi, Digital C&S Group, Tiger Corporation, stated:
“As Tiger promotes resource circulation, we found new experiential value in doop, which allows online purchase and trade-in completion, making it unique to an official manufacturer’s EC. We aim to make trade-in, which is common in stores, a standard online practice and establish it as a natural act for passing items on. Going forward, we expect that by maximizing customer value and understanding user behavior changes, the cycle of ‘cherishing and passing on items’ will become a regular purchasing experience.”
Comment from SLONE Representative Director
Mr. Yasunari Ishi, Representative Director of SLONE Co., Ltd., stated:
“The desire for new things exists in many consumers. However, because home appliances are used for a long time, the timing for replacement can be unclear, and unused products often remain in households. doop aims to connect these valuable, dormant products with their next users. By integrating trade-in into the EC purchasing experience, consumers find it easier to part with items, and businesses can implement new purchasing channels. Our role is to make the return of unused items to the market a common practice. Working with Tiger Corporation, we reaffirmed the importance of embedding the value of ‘cherishing and passing on items’ into the purchasing experience itself. Through this implementation, we aim to further expand the possibilities of new purchasing experiences in the home appliance sector.”
Tiger Corporation Overview
Company Name: Tiger Corporation
Representative: Kikuo Kikuchi, Representative Director and CEO
Location: 3-1 Hayami-cho, Kadoma City, Osaka
Business Activities: Comprehensive manufacturer of household products including vacuum insulated bottles, jar rice cookers, electric kettles, electric pots, electric cooking appliances, and outdoor equipment.
Tiger Corporation Official Website: https://www.tiger-corporation.com/ja/jpn/
doop 0-yen Introduction Campaign Announcement
doop is currently running a campaign for EC businesses to make the trade-in function easier to adopt, offering a 0-yen introduction fee. Interested businesses are encouraged to contact doop for inquiries.
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Inquiry form: https://lp.d00p.jp/pages/doop_contact
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doopservice site: https://lp.d00p.jp/
