# 70% Fewer Inquiries at Peak Season: The CX Strategy Behind MUJI's Growth

- Inquiries cut 70% during peak months
- Online active users grew to 150%+ year-over-year, with inquiry volume held flat
- FAQ publishing time cut from up to 2 weeks → instant

MUJI sells everything from a $0.50 eraser to furniture, apparel, and food across 1,300+ stores worldwide. As omnichannel sales grew, inquiry volume outpaced what a human-staffed support team could absorb, and many online shoppers who wanted to self-serve were still forced to call.

## The Challenge

The legacy FAQ was owned by a separate EC division, so updates took up to two weeks to go live and routinely missed the seasonal moments customers needed them. Search returned articles in reverse-chronological order, burying the most relevant answers. Staff couldn't trust it either, driving repeated escalations to product managers.

## Why Helpfeel

A cross-functional review with the EC and IT teams set two non-negotiables: the Customer Relations Office had to manage the FAQ independently (no engineering tickets), and search had to reliably surface the right answer. Helpfeel met both.

## What They Did

Built a unified content guideline and rewrote every article to a consistent standard during migration.

Prioritized new articles by sales volume and inquiry frequency, starting with the highest-traffic categories.

Embedded FAQ links directly on high-velocity product pages (e.g. health & beauty).

Enabled real-time seasonal content: sunscreen FAQs surfaced in early spring, live the same day instead of two weeks later.

![MUJI booster skincare products on a clean studio surface](https://n4h88u4sldz4wmyd.public.blob.vercel-storage.com/images/muji_body.jpg)

## Results

During the October "MUJI Week" member campaign (historically a period of sharp inquiry spikes), sales grew while inquiries stayed suppressed, eliminating a long-standing timeliness problem. FAQ bounce rate fell, new-hire onboarding accelerated (new staff resolve inquiries by referencing the FAQ directly), and the Customer Relations Office's internal profile rose sharply.

## Looking Ahead

MUJI's north star is zero inquiries (letting customers shop without ever needing to stop and ask), plus FAQ experiences customers return to proactively for genuine added value.