Reimagining retail customer experience is crucial for businesses to succeed in the post-pandemic era. In the past two years since Covid-19 hit, consumer behaviour went through a drastic change, with digital consumption becoming an integral part of our lives. Take Southeast Asia as an example, 60 million of new consumers have signed up for digital services in 2020, and 90% of them continued using these services in 2021¹. As brick-and mortar-native brands competing in an ever-revolutionising environment, how can you win over customers digitally? How should you transform your retail experiences to attract customers?

twimbit took a deep dive into two Japanese retail brands which took empathetic measures in addressing current customer needs.

Case Study #1: Isetan Mitsukoshi

Here are some of the initiatives taken by the largest department store in Japan to connect closer with its customers:

• YourFIT365 and Match Palette: Personalised services help customers find apparel items that best fit them with the help of a 3D scanner.

• Isetan Remote Shopping App: Online shopping app allows customers to live chat or video call store staff for fashion advice and consultation sessions.

• Rev Worlds virtual app: A virtual shopping app where customers can browse realistic items in their customised avatar characters. The setting mimics part of the Isetan Mitsukoshi Shinjuku department store, with VR features integrated in selected stores.

Case Study #2: Uniqlo

Uniqlo repositioned its three physical stores to deliver added value to their customers’ shopping experience.

• Ginza: The 12-floor flagship store was revamped into a museum. With the exhibits of Uniqlo UT collaborations, its unique photobooth and custom order salons, customers can treat their trip to Uniqlo as a recreation. The one-of-a-kind café and florist also add leisure elements to the shopping experience.​

• Harajuku: With Harajuku being the hotspot of pop culture and bold fashion, Uniqlo opened its specialty store targeted to build resonance among the youth. Customers can browse 240 touchscreen displays of various outfits on the wall and locate their preferred outfits in-store.

• Yokohama Bay: The “Uniqlo Park” experience targets families with children. Equipped with slides, jungle gym, bouldering and climbing facilities, children can spend their time doing active sports while their parents take time to shop in-store or spend time leisurely around the facility.

Operational efficiency is vital to a company’s success. Here’s a deeper look into how Uniqlo operates:

Uniqlo Ariake Project

• Staff from merchandising, R&D, product development and marketing departments work together on the same floor
• This allows information to be shared across the whole supply chain rapidly, enabling a quicker decision process

Key Takeaways

It is important to create seamless and memorable experiences to differentiate your brand from the others. Additionally, executives should rethink how organisations should be structured – the conventional hierarchies may not function as efficiently when information needs to be shared quickly across departments. Here are some tips on how to execute these ideas:

1. Integrate your online/offline facilities

• Equip your customers with digital tools to help them make decisions better
• Offer customers the similar service online as you do offline

2. Cross-functional collaboration

• Reorganise your team for a more fluid structure
• Create spaces for different teams to meet

3. Strengthen your brand positioning with your physical stores

• Integrate your customers’ interests into their shopping experiences
• Elevate your customers’ five senses

End Notes

¹ Google, Temasek, & Bain & Company. (2021). e-Conomy SEA 2021 – Roaring 20s: The SEA Digital Decade. https://services.google.com/fh/files/misc/e_conomy_sea_2021_report.pdf

Photo source: Isetan Mitsukoshi, Uniqlo, Rev Worlds and StyleHint official websites