JAPAN'S FIFTH SENSE

transcript

JAPAN’S FIFTH SENSE

When we asked 16-24

year olds which of a list 20+ items they

were most unwilling to give up the top two were their nose and their phone … asked

to make a further

choice 53% opted

for phone over nose

When we asked housewives to choose between possessions

forever over half said they would give up their engagement ring

rather than their phone

CHECK THE WEATHER ….

NOT TOMORROW’S …

THE WEATHERR IN THE NEXT TWO HOURS

WHAT DOES THE TYPICAL JAPANESE HOUSEWIFE USE HER

PHONE FOR 5.4 TIMES A DAY … EVERYDAY ?

WE ALL KNOW THAT PHONES ARE NOW

THE ANSWER TO EVERYTHING

IN REALITY WE FIND IT HARD TO IMAGINE LIFE ..

SHOPPING … WITHOUT A PHONE IN HAND

6 Source: We Are Social, “ Digital, Social and Mobile in 2015”

LINE WILL BRING THEIR UNIQUE SENSIBILITY TO

SHOPPING

LINE MALL offers ease, an

all image search possibility

Line is offering delivery

services

http://bit.ly/1BwFWVH

THE NUMBERS OF SINGLE HOUSEHOLDS GROW ..

AS DO THEIR SAVING RATES

出店：「家計の金融行動に関する世論調査（平成20年）」

Household with more

than 2 people

Single household

E-SHOPPING IS BEING AIDED WITH NEW

DELIVERY IDEAS

Rakuten now has annonymous lockers in Tokyo where you can

have your stuff send to: http://bit.ly/15NfDlr

PRODUCTS FOR 1 TO 2 PEOPLE HOUSEHOLDS

ARE THE BIG HITS

Hot-pot soup for one person

“Nabe-cube” from Ajinomoto

Sales reached 2 billion yen in

the first year of launch

7-11 PB Seven Premium

Dish washing machine

“Puchi-shokusen” from Panasonic

Sales in the first three months of

launch were 1.6 times of projection

Popular among DINKS and seniors

GEORGIA “MY FAVORITE CAFÉ” VENDING MACHINE

After you select a "café owner" of

your choice and register a vending

machine that you regularly visit, the

app becomes a hotline between

you and a café owner in the

vending machine.

CONSUMPTION TAX AND PRICE RISES CUT EXPECTED SPENDING

McCann Fukkatsu Research 2014

SHOPPING IS MINIMISED, LUXURY IS HESITANT

15 McCann Fukkatsu Research 2014

YOUNG ALONE

MOTHERS SENIORS

FREEDOM Want to free oneself to move forward

Take responsibility to act without restriction by an organization.

Feel unforced but have tense for failure as I know that along with freedom comes responsibility.

I feel great and responsible for everything at the same time.

Make my own choice from many options. It makes me feel responsible for my choice.

I have a variety of choices.

The more responsibility or risk I have, the more freedom I feel. Be prepared for the risk to act according

to my judgment.

It’s unconstraint and my decision, but that’s what I am responsible for.

People expect that individuals will also have increasingly better lives 5 years and 10 years from now

And…

Present 5 years later 10 years later

2011 2012 2014

PEOPLE EXPECT THEIR LIVES TO BE BETTER IN 5 YEARS

If you are to rate your daily life now, 5 years from now, and 10

years from now, what ratings would you give out of 100?

“FREEDOM”

Regardless of age, “FREEDOM” means seeking

real “Quality of Life” in accordance with individual

value-sets.

“Live life to the full”

Respecting self as an individual, “FREEDOM”

provides experience/affirmation of one’s self being

able to appreciate good things life can offer.

And that comes with responsibility and efforts of

self and it has to be sustainable.

IN SUCH AN ECONOMY E-COMMERCE AND

“MAKE DO” LIVES BECOME BIG BUSINESS

Most Popular Flea Market App in Japan: Mercari

Over 10 million downloads

Users post over 10,000 items each day and there are over1

million listings

#2 Popular Flea Market App: Fril

THE GOAL SHOULD BE :

ACHIEVE A GOOD BALANCE BETWEEN

“SAVING MONEY” AND “SAVING TROUBLES”

Show no coupon “Catalina”

Seamlessly linked with information

of the membership card from the

store. Possible to enjoy discount

and gain points for the purchase

of a pre-selected item without

showing the coupon on the app

screen.

UNIFY “REAL” AND “VIRTUAL”

Tokyu Hands seamless connection of

online and brick-and-mortar

Shows real-time “sales status in the store”,

and “availability of the product in the

store”.

Shoppers can view their purchase history

from both the online store and the brick-

and-mortar store.

Common point system.

MUJI PASSPORT

https://www.youtube.com/watch?v=QxvAr4l_P

00&feature=player_embedded

Earn MUJI Miles and shopping

points from both store visits and

purchases.

The point system will lead to

coupons, discounts and special

promotions that can be redeemed

in store and online.

Additional features give MUJI-

heads the ability to search a

specific store’s stock, gain birthday

awards and share updates through

the major social network platforms.

LAWSON MART Opens Feb 2014

Fashion Lifestyle Magazine for men 50s

and 60s (Senior version of LEON)

Starting September 2014

PC lessons at home

electronics retailer YAMADA

AND BRANDS STRIVE TO MEET THE AGING SOCIETY

McCann Real Mothers Research 2014

IMPULSING BUYING AND “GOING WITH THE FLOW” ARE ON THE RISE

MOBILE MAKES SHOPPING EASIER

Consumers have the mindset that “they are taking control” while

looking for “new discoveries” and “excitement of finding something

serendipitous”.

are inspired while they are shopping 66%

worry they’ll discover fewer new things if companies always show them exactly what they’re looking for

Source：McCann Truth about Shopping 2014

IN THE DATA-DRIVEN WORLD, SHOPPING EXPERIENCE

TENDS TO BECOME DULL AND ROUTINE.

THE PROBLEM : SERENDIPITY AND EXPERIENCE

PIONEERING SERENDIPITY

DON QUIJOTE

“cramming products onto

shelves and piling them to

ceiling”

At times, one might feel “the

pile might collapse” or “I don’t

know what’s up there”, but

there is a joy to unexpectedly

discover a terrific bargain, just

like a treasure hunting.

NEWCOMERS IN SERENDIPITOUS SHOPPING:

INTERNATIONAL IMPORTED SUNDRIES STORES

IN OMOTESANDO

“At a glance, you may be puzzled at

how you could use these items lined

up in the store.”

In fact, 10 % of all items are always

comprised of products called “What is

this” items.

They aim to bring customers back to

their stores, assuming “once

customers touch, discover and get

surprised by our products, they come

back even if there is not something

they are looking for in the store“.

HOT STOCK OF SERENDIPITOUS SHOPPING:

A chain of imported food specialty

stores where one can taste a cup of

coffee and find reasonably-priced,

unique imported foods.

VIRTUAL SHOPPING IS A VITAL PART OF THE

SHOP/DECIDE/PURCHASE MIX

“Urban Research”

Possible to virtually fittings

A single terminal allows trial from

fitting to purchase.

They are aiming to develop this

into an unmanned, interactive

clothing shop in the future.

38% OF TEENS ADMIT TO

USING THEIR MOBILE

WHILE ON THE PHONE

AND I AM GUESSING SO

DO MOST OF YOU

McCann Truth about Youth

For more stories about people, brands

and media davidcmccaughan@gmail.com

JAPAN'S FIFTH SENSE

Marketing