Retail Inspiration in Japan
Omotenashi: Japanese stores do not simply provide service, they go way beyond
Japan is awesome and has some of the most remarkable retail you can find in the world. During this visit, I mostly visited some larger brands and took pictures of the shops. I did not have time to visit all the stores I wanted to, but still, I think this overview might help others to get inspired, that's why I am sharing it.
Physical retail accounts for the vast majority (71%) of all retail sales in Japan (2022). Despite the decline in the number of stores recently, the average sales per store has been increasing. In 2022, the average sales per store were JPY68 million (USD600,000), up from JPY63 million (USD550,000) in 2019.
Unlike last time in Bangkok, this time, I do not zoom in on the online retail, but just pictures of stores (and a few ads).
Tsutsuya Books
I visited a unique bookstore called Tsutuya. This is way more than a bookstore. I felt it was more of a park combined with a bookstore. A place where you can unwind and spend a day.
Tsutsuya Books stores also sell a variety of other media, such as DVDs, CDs, and video games. They also have a wide selection of stationery, gifts, and other lifestyle items.
One other thing that makes Tsutsuya Books unique is its commitment to promoting culture. Many of the stores have event spaces where they host readings, signings, exhibitions, and other cultural events. They also have cafes and restaurants where you can enjoy a meal or drink while you read or socialize.
Official site: https://store.tsite.jp/daikanyama/english/
Uniqlo
Uniqlo is a Japanese brand and is nowadays well known all over the world, so when I passed their flagship store, I could not resist taking a look, as you understand when you see this building. Here are some pictures of things that might not be available in all stores worldwide.
Information: https://www.worldwandering.net/destination-in-japan/the-worlds-largest-uniqlo-store-in-japan/
Just missed this Uniqlo pop-up initiative in Harajuku unfortunately: https://www.nikkei.com/article/DGXZQOUC1150R0R11C23A0000000/
Antenna stores
Antenna stores are stores are located in major cities and cater to specific prefectures of Japan. They are set up by local governments to promote their region's products and culture. They offer food, drinks, and products, but also in many cases travel advice. The most popular antenna shops in Tokyo have 100,000-500,000 visitors a year.
Yodibashi Camera
Yodibashi is the largest electronics store chain in Japan. I went to the Akihabara store, which might be the largest store itself in Japan. It spans 9 floors full of electronics, home appliances, and more. They even have at the rooftop a golf and baseball area.
Sometimes they also organize events, like the Yodibashi Akiba (Playstation) Gaming event that took place recently.
Just like other stores in Japan, also Yodibashi has a company theme song, that plays in the store very very regularly. It is part of Japanese retail culture, many brands have a company song in their stores, often memorable and unique. The Yodibashi one is very nice, link below.
Information: https://tokyocheapo.com/place/yodobashi-camera/
The Yodibashi company theme song, often played in the stores: https://youtu.be/Bnx85z78O2w?si=Vg8ib-k8_OYiRIT8
Sushiro
Sushiro is the largest conveyor belt sushi chain in Japan, with over 500 restaurants nationwide. It is known for its affordable prices and wide variety of sushi dishes, which are all made with fresh ingredients. I had the opportunity to try Sushiro's new digital conveyor belt restaurant in Tokyo. Food and tech combined, who does not love that? Almost everything is done electronically. You check in via a machine, go to your section/table, order digitally, receive the food and you also check out digitally. I have visited this restaurant a few times, it was packed most evenings I went there.
Information:
Loft
Loft is a Japanese variety store chain that sells a wide range of products, including stationery, kitchen utensils, accessories, cosmetics, toys, travel accessories, and furniture. Loft stores are known for their stylish and modern designs and their wide selection of unique and innovative products.
I like these stores a lot. They are so colorful and you will find trendy (and cute) products. I can recommend also that every Amazon or platform seller that is active in this product range to check this brand. There is lots of inspiration to be found in this store.
Information: https://www.loft.co.jp/
Game Cafe
I stumbled upon a game cafe, not the (in)famous maid cafe's but a true e-sports cafe in a shopping mall.
Nintendo
In 2019 the Nintendo flagship store in Shibuya opened, I took a look. It was so packed with people, that I could not even take pictures very well, I so busy everywhere.
The store also has a number of interactive experiences, such as a playable demo area and a Mario Kart Arcade.
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In 2021 the store had over 3 million visitors. They also sell, unique merchandise from Nintendo you cannot find anywhere else.
Soon also a Nintendo flagship store will open in Kyoto as well: https://www.siliconera.com/nintendo-kyoto-store-trailer-appears-ahead-of-grand-opening/
Family Mart with a bar inside
Japan has convenience stores (and vending machines) at literally every corner. In fact, Japan has the most convenience stores in the world, with over 55,000 stores! You can do almost everything in such a store, including banking services or paying utilities. Many are open 24 hours. Now, this one is a special one, this has a bar inside. They are testing this new concept. Convenience stores in Asia, but especially in Japan (and Taiwan) are of another level, so much better than any convenience store in the west.
Convenience stores are everywhere in Japan, you even see them integrated in other retail outlets, like for example Muji or in the Tsutaya bookstore I wrote about above.
Information:
There is also the "New Day" convenience store brand in Japan, which is owned by Japan Railways. This convenience store has fresh beer on tap (all via machines). I didn't test that one though but you will find more information in the link below:
Don Quijote
I want to mention Don Quijote as well. This is a discount chain that is famous in Asia. I wrote a topic on that before including a video (see below) on their Bangkok branch. Many of these stores are open 24 hours, but this one, the flagship store, in Osaka is not. Unfortunately, I was there at 7 a.m., and they opened up at 11. Could not visit because my Shinkansen train left at 11.30. But this flagship store has an actual functioning Ferris wheel as you can see, that you an ride for 600 Yen.
If you want to know more about this brand, this is the video I made earlier in Bangkok:
Tokyu Hands (or nowadays just "Hands")
When I first visited Japan many years ago, I was already impressed by this store. I decided to visit again.
Tokyu Hands, now known as Hands, is a Japanese department store chain that is a haven for creativity, innovation, and the pursuit of personal fulfillment. It caters to a wide range of hobbies and lifestyle products but it also has lots of gadgets. And the nice thing is, many of them are unique and made in Japan.
Super Potato
Super Potato is a video game store located in Akihabara, Tokyo, Japan. It is a haven for retro gamers from all over the world, offering a vast selection of vintage video games, consoles, and collectibles. Although I am not a hardcore gamer, I could not resist taking a look at this special store (mainly catered to tourists). In this store you re-live the glory days of gaming, it really feels like that.
Mandarake
Mandarake is a Japanes retail corporation that has many shops catering towards, manga, anime, and otaku-related goods. I visited the Shibuya store, they especially are famous for their retro products.
Information: https://www.mandarake.co.jp/dir/sby/index-en.html
Some unassorted pictures of retail in Tokyo
It's not a great picture, I was a little late grabbing my phone, but in Tokyo, in the evening you see many of these "advertising trucks" driving around. They are called "Denetsu-sha" and are (small) trucks or vans that are equipped with loudspeakers and flashing lights. They drive around city streets, playing music and announcements that promote (local) products or services. T
Japanese advertising is often more direct and attention-grabbing than advertising in other countries, this is a great example.
Line, the #1 messaging app in Japan, just like WeChat, also has the option to use mini-programs. A concept that is very convenient and useful in combining on and offline. Here you see an advertisement I saw at a shopping mall in Osaka. A shopping mall can use Line to attract people to the mall, via a Line mini program and f.e. offer:
A special mention to Izakaya's. Izakaya's are shortly summarized, as Japanese pubs. What makes them different is that Izakayas often are small and intimate. They have a limited number of seats, and the atmosphere is usually lively. Sometimes such a place is full with around 8 customers, making it very easy to mingle with other people. I haven't been there this time but the great city of Fukuoka has an even more special variant, called yaitais. They are cozy mobile foodcarts.
It's a concept I miss in other countries and is really special to Japan.
Every day when I walked from the hotel to the subway, I greeted Arisa. A robot. Can't say it was used much, there was never a line in front of her. I could ask for directions, take a picture with her, and get information on delays (although there was never a delay).
I also quickly visited the Seiko flagship store in Ginza. If you like watches, it is a must-visit. The Seiko flagship store is at this location since 1932. The store shows next to all the limited editions and latest watches also really old clocks and watches, it feels like a museum as well. Of course, you can do repairs here or engrave watches as well.
Tokyo retail summary
It is great to experience retail in Japan. Everything (and especially technology in public spaces like train and subway stations) always works very conveniently. Retail in Japan (especially in the big cities) is always on.
Compared to Europe (or even some other Asian cities), Tokyo is really always on. Many stores are open 24 hours or at least late hours.
Japanese culture is very consumer-oriented, at least in Tokyo, where I mostly stayed this time, many of the stores I visited were packed and there was almost always a line of people waiting at the opening of the stores at 9 or 10 a.m.
Omotenashi: Japanese stores do not simply provide service, they go way beyond
When stores open you are often greeted by all or at least many of the staff. Very attentive and a great sign of hospitality to customers. This is not only valid for shops but also restaurants. The Japanese service industry is very hospitable, much more than in other (Asian) countries in my opinion. The staff will go out of their way to make sure you have a pleasant experience.
This high level of service is based on the Japanese concept of "omotenashi", which is the art of anticipating and fulfilling the needs of others.
This Omotenashi concept is also often used in (UX) design. Japanese UX designers often use this concept to make (web) designs. As an example, you can think of:
It even shows exactly in which car you are, where it stops, and how to go to your next train (anticipate the user's needs). This also is connected to navigation apps, so you always exactly see in which car to drive to get to your destination or transfer fastest.
So in my opinion, many things to learn from Omotenashi both on and offline.
Advertising
I liked the advertising everywhere. From what I understood by translating regularly via Google Lens, Japanese advertising focuses a lot on the benefits of a product, is often cute (Kawaii), and has a very clear call to action. Besides that, they are visually very appealing.
It was great being back in Japan again, learned a lot about retail, advertisement, and cross-cultural user interfaces. It's all very different and that makes it super nice.
There is much more to see in Tokyo and Japan on retail. There are so many themed restaurants and bars, lots of markets (including the famous fish market), and lots of special brands. I'll save that for the next visit.
#physicalretail #retailexperience #retaildesign #japaneseretail #internationalretail #crossbordercommerce #japan
Technical Manager @ Benegas
1 年Very nice to read, Alex. And it’s all so correct! This is inspriration next level! ??
projectmanagement & beleidsvorming in het publiek domein ??
1 年Great read, super inspiring. Thanks!
Co-founder Curve Digital & Databeest | E-commerce & Performance Marketing Optimization
1 年Great article and pictures. Yoku dekimashita ??