talking shop ‘A place of art and technology’
Futako Tamagawa TSUTAYA ELECTRICS of Japan bills itself as ‘the home appliance store where you can buy a lifestyle’
D
on’t be fooled by the name of this retailer: Futako Tamagawa TSUTAYA ELECTRICS of Japan does not just sell
home appliances. The store in Tokyo has areas devoted to ‘food & cooking’, ‘living’, books, music, and stationery, along with electricals – and an in-store café. The retailer strives to inspire its customers to buy lifestyle products tailored to suit their needs and wants, from the latest technology to classic designs.
Staff members called concierges work in both the home appliance and book sections. They are a team of professionals with specialised knowledge and experience who work closely with customers to provide advice and answer questions like, “What should I buy?” and “What products are the best fit for my lifestyle?”
The company notes: ‘In this age when you can purchase everything online, we want customers to be able to take items in their hands and picture how they will fit into their lives. So we set up events and other opportunities to try out home appliances throughout the store. ‘And because home appliances and books are
products that live with you every day, customers want to take their time to choose them well. In response to this, we have created our space with an emphasis on comfort. In this space we have a range of carefully selected products, from brand new to vintage.’
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HousewaresLive.net •
twitter.com/Housewaresnews July/August 2019
Manager Yoshinori Osako explains: “Selling things is the end result. But what we do is focus the proposal of ‘How to live’ to customers living in the city. This goal does not change, and it never ends. Retailers struggle worldwide. I believe that stores with expertise and uniqueness, that are not convenient or cheap, have survived in this tough landscape. We are doing so well because we are not just selling products – we are promoting the idea of a great life… The goal is to make people feel as though they are at home rather than in a store.”
• The judges said: “This is a store that sells a lifestyle for a new-style customer. It is a place of art and technology. In an era of Internet purchasing, Futako wants customers to imagine how products will help them live by picking up the actual items. As they experience a ‘lifestyle‘, customers will understand a product’s value - not just for usage but also for functionality, design and price.”
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https://store.tsite.jp/futakotamagawa/
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