Online shopping is booming, and people could get everything and anything from the comfort of their homes. Furthermore, e-commerce became more pervasive with the pandemic and pressure to self-quarantine. What was lost behind this convenience, was the ability for families to go out. Nissan SERENA, a family car brand that has always helped families to create memories, was set out to break free from this situation, and looked for a way to turn shopping into an opportunity to make family memories.

e-GOmmerce is an e-commerce site where instead of having a product delivered, you go and get it, delivering a brand new shopping experience where you can pick up both your favorite products while making family memories. First choose the item you want, and push?GO NOW?to show the map to the store. The system will automatically generate a driving route not only to the store, but also to nearby points of interest. By transferring this information to your car's GPS, all you need to do is drive. What e-GOmmerce delivered, was a new shopping experience where families made memories together.

Every family member in a Japanese household owns a smartphone, where they can easily buy clothes, furniture, and food with a touch of a button. Japan has a "delivery culture" where shops across the country are actively transitioning to utilizing these online platforms. While people can obtain anything from the comfort of their own home, recent surveys show that 70% of the respondents feel that their family memories have been reduced due to the recent mood of self quarantine from the pandemic. (September 2021 Nissan Survey) Furthermore, as a result of families refraining from going out, the tourism industry across Japan was also hit hard. Smaller shops and tourist attractions, in particular, were in danger of survival. We decided to develop a permanent service that would enable families to go out while helping to stimulate the local tourism economy.

·The service was launched in December 2021, not a one-time campaign, but as a permanent service.

·The service is open platform so that it can be accessed by anyone, not just Nissan SERENA users.

·The UI/UX was designed to mimic an e-commerce site to stimulate users' desire to go out to buy the products.

·Mobile UI/UX design for ease of use by target families in mind.

·The generated routes are transferred to the car's GPS for a seamless experience.

·The product lineup includes local products and traditional crafts from all across Japan.

·The food selection includes freshly made sweets, ice cream, and other items that are not available unless you visit the destination.

·More than 13,000 families have used the service in the first 3 months since launch.

·98% of families praised that "more family memories were made".

·Sales of products featured on the site increased by an average of 140%.

·The Ministry of Education introduced this service in school textbooks as a new form of tourism.

·192+ Media exposure (earned media worth / 155 million yen)