The five conditions for a surviving company are consumers' "S, U, P, E, R" experiences (Gentosha Gold Online) --Yahoo! News

(* The photo is an image / FIFO)

All companies are "experience companies" and "experience businesses". Whether it's a hotel, a shoe store, or a bank, there are five conditions that can always be found in a great experience, regardless of industry. Doug Stevens explains in his book, "The Future of Retail: 10 Surviving New Era, Retail Types and Consumer Questions" (President).

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Five important features that are sure to be found in a great experience

I wrote that all companies are "experience companies" and "experience businesses". Of particular note are the five important features that are sure to be found in the great experiences I'm about to introduce. Whether it's a hotel, a shoe store, or a bank, it doesn't matter what type of business you are in. A truly memorable experience has most or all of the elements listed below. By the way, what are the elements that are inherent in that outstanding experience? (1) Surprise There is a surprise somewhere in a good experience. In other words, there is an element that makes you feel unexpected fun. For example, at the store of Freshippo, a food supermarket operated by Alibaba, there are many products that cannot be found at general supermarkets. Every product in the store has a QR code, and when a shopper scans it with a mobile phone, information such as freshness, producer / distribution history, and raw materials can be seen. You can also scan it on the spot and add it to your online order for delivery. Even while shopping in the store, the dedicated staff called in-store shoppers pick the products ordered online one after another at the sales floor in the store. After picking, the basket is carried to the backyard of the store and delivered by a conveyor belt stretched around the ceiling inside the store. It is also possible to have fresh produce selected and cooked in the store and eat at the cafe in the same store. Moreover, robots are working in this cafe. I think this alone is full of surprises, but there is still more. You don't have to worry about your luggage after shopping. This is because the entire purchase will be delivered to your home in about 30 minutes. The ability to provide customers with a pleasant surprise and add value that makes them unexpectedly happy is the key to creating a great experience. (2) By changing the scenario that tends to be in the uniqueness category, it is possible to create a unique experience. The term "scenario" here means a typical experience that competitors in the same category are likely to offer. Competitors in the same industry may be visiting the same trade fairs, reading the same industry magazines, and perhaps even consultants. The result is as you can imagine. Most shoe stores sell in a similar way. Most banks have the same business style. Most grocery stores just adopt a standard shopping experience. But when a company takes the courage to break that sort of scenario, it can be surprising. For example, as bookstores are being weeded out and rarely seen in the city, a bookstore in Tokyo has decided to break all the rules. That is a bookstore called "Bunkitsu". With the collaboration of one creative agency and two bookstores, you can enjoy the experience as a gallery as well as a so-called bookstore. First of all, there is an admission fee. Yes, even though it is a bookstore, you pay the entrance fee. You have to pay 1500 yen just to enter the store. However, the admission fee includes all-you-can-drink coffee and green tea, and you can enjoy more than 30,000 books in the store all day long. This is not the only uniqueness. In a general bookstore, the sales floor is created according to the genre and title. However, Bunkitsu basically does not create such a sales floor, if not all. For example, there may be a corner where red books are put together in one place. If you think about it, some books are intentionally hidden, and there is also a mechanism for customers to enjoy treasure hunting in the store. In addition, there is a small cafe inside the store that can only be used by customers who have paid an entrance fee that allows them to stay all day. The point that makes Bunkitsu different from other bookstores is that there is an experience that includes unique elements that cannot be experienced at other bookstores.

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