It Is Not The Most Important Thing To Read Japan'S "Experiential Retail" Store Location From Four Angles.

The industry generally believes that the future of physical retailing is to embrace experiential concepts, especially to launch a truly meaningful experience.

As an effective means to attract customers and enhance customer loyalty, the experiential retail concept is not limited to a carrier, but is mixed into various retail forms such as boutiques, chain stores, guerrilla stores, and even kiosks. Under the help of technology, consumers are given a more comprehensive and authentic sensory experience through full channels and immersive experiences.

In this respect, Japan's experience is worth learning from. From here, from remote small boutiques to large retailers, experiential retail can be truly felt, and inspiration and innovation can be seen everywhere.

Store location is not the most important thing.

For retailers in Tokyo, the location of stores is not the most important. Even in the depths of alley, there are cool stores.

Recently, the Hollywood lifestyle actress Gwyneth Paltrow (Wyneth Patru) founded the Internet lifestyle brand Goop to enter the Asian market and opened the world's first flash coffee shop Goop Kitchen in Tokyo. The 2000 square foot (186 square meter) coffee shop is located in a small park away from main street and shopping malls. (see "ornate ambition": the Internet lifestyle brand Goop will enter the Asian market and open the world's first flash coffee shop in Tokyo).

The Four Eyed, the most hidden and cool buyer shop in Tokyo, is hidden in the alley of the entrance of the two lovers hotel of Kabuki ting.

Hommization

Most of the physical stores in Japan can give people a full range of retail experience, whether they are products, brand mix or interior design, but the real "retail" soul of retail entities lies in the "humanization" details of store design and service.

Take the skateboard clothing shop as an example, the salesmen will mix the brand and let the customers get the fun of exploration: Knitted pullovers and picture sweaters are placed in a district, a display cabinet is placed with hand-made glasses, and a beautiful dress product is placed on the shelf next to it. On the antique table, there were small leather items, a basket of Japanese made blankets, a phonograph and a black vinyl album. On the wall are simple handbags and pockets, and the expensive Merino wool socks are placed beside the windows, surrounded by all kinds of ornaments and green plants. Even the furniture placed in the shop is available for sale.

The service of Japanese salesmen has always been praised by the outside world. "Humanization" has been a key element in the retail industry since ancient times. Salesmen need to communicate effectively with customers and establish long-term contacts. Japanese salesmen have excellent ability to "observe and see". Customers do not want to communicate silently, but when customers ask for help, they often recommend suitable products. But after careful consideration, if consumers do not want to communicate with the clerk, why does he not buy online directly? Effective salesperson's effective recommendation and guidance will greatly enhance the overall shopping experience.

overall planning

Japanese retailers have also broken the traditional "store in store" mode to some extent. In Beams, regardless of brand, all products are displayed in accordance with color and appearance, which is more in line with consumers' purchasing tendency. Although you can find the same brand in different stores, if there is a Prada store in a street, the store nearby will not display it as a separate brand. In addition, retailers carefully and carefully create different stories, integrate various possible product display methods, so that consumers can explore, but also make goods better and better sell.

The store of United Arrows is more like a small boutique department store. For example, its flagship store, like the United Arrows, Beauty & Youth United Arrows, United Arrows&Sons, United Arrows&Sons, and so on, also provides rich local and overseas designer brands. In addition, the store also opened up a "market type" space, specially selling umbrellas, suitcases, bags, glasses and other categories, and a Kyoto dessert area to provide desserts made of mocha and red beans. Takeda Hikaruhiro, CEO of the company, said that United Arrows not only provides fashion, but also has a "more stylish life." (see "ornate ambition": "Starbucks" in the high-end apparel industry: How did United Arrows grow to be the largest composite brand store operator in Japan?)

The shopping malls in Japan are carefully planned. Home and interior decorations will be concentrated on the top floor. Men's and women's clothing will have separate spaces, but the products of men's and women's products can be seen everywhere. Even some shopping malls will have large space to build a bookstore with coffee bars. Comfortable seats allow customers to have a rest at any time - drink a drink, read a book or go for a stroll.

The Tokyo Midtown Hibiya, a luxury luxury business developed in Tokyo, is one of the seven open shopping malls, one to three, with 60 luxury and lifestyle brand stores, restaurants, coffee shops and stationery stores.

JINS, a Japanese spectacle brand, joined hands with the famous Japanese chain bookstore, Tsutaya, and opened a store in zuoye City, Ibaraki, Japan. The specific way of cooperation is to set up JINS stores and coffee shops in the shop of the house. The customers who wait for glasses can visit the bookstore in bookstores, and the elderly people who buy books at the bookstore can bring their glasses home with them.

More than half of the shops in the Centennial bookstore in Japan will be equipped with space for selling stationery, and some of the stores are rich and colorful. They can be integrated into grocery stores and other retail space. Its concept store Hibiya Central Market, apart from Bookstore space, also has many space such as nail shop, beauty shop, wine house, clothing store, eyeglasses store and so on.

Brand building

Japanese retailers are also good at one thing, improving and spanmitting brand image from multiple perspectives.

Whether it is beauty brand giant Shiseido (Shiseido) and other local brands, as well as Chanel, Bulgari, Dior, Armani, Hermes, Gucci and other overseas brands. Take the Beige Alain Ducasse Tokyo, Chanel's only restaurant in Tokyo as an example, the elevator button has a brand of double C logo, the chair cover is the classic twill of the brand, the restaurant uses Coco cream lady's favorite beige color, and the overall design is also consistent with the aesthetic concept of "simplicity and elegance" of Chanel.

Shiseido's Shiseido The Store, a flagship store in Tokyo, is the only comprehensive facility in Japan to experience the brand "the beauty of Shiseido", with a specific theme in each floor. On the original basis, new stores have added one storey to cope with a variety of customer needs. Besides selling beauty skin care products, the store also provides beauty consulting, professional beauty and hairstyle beauty services, studio photography, private beauty courses, coffee shops, beauty seminars and other services and activities.

In addition to buying beauty cosmetics and skin care products, Three Tokyo Tokyo Hibiya, a Japanese cosmetics brand, opened a store in the Midtown Tokyo store. There is also a coffee shop that can enjoy lunch and dinner. It implements the brand's concept of natural health, and there are many kinds of vegetable choices in the coffee shop.

Stripe International, a Japanese fashion group, has opened a comprehensive hotel that integrates its brand stores: Hotel Koe Tokyo. The interior space includes the coffee shop, the Koe Space and the lobby, the flagship store of Koe.