The brief

The keyword is "Provision of special purchasing experience" which is the principle value at department stores and the environment "Experience consumption, Inbound, Food, SNS, Declining birthrate and aging, IoT" surrounding current department stores.
Please discuss "what kind of customers are offering what value", “what kind of ways to deliver”and “sales floor, sales method, sales promotion etc” and let's design the next generation “Depachika*”!
*Depa-chika : Basement of a department store.

The problem

Currently, the business environment surrounding department stores is undergoing rapid change. AI and IoT are fundamentally changing the structure of our lives and industries, bringing significant changes to our customers' consumption behavior. In addition, as it is said that "super aged society", the society of Japan has progressed at an unprecedented speed of the aging of the population, and the social structure including the customers of department stores has changed greatly.
On the other hand, when we looked closer, consumption of domestic affluent domestic consumption became active against the background of inbound consumption due to an increase in foreign tourists visiting Japan and stabilization of the stock price level. By capturing these opportunities, Daimaru Matsuzakaya department store's business performance was able to be relatively firm.
In this way, changes in the business environment can be regarded positively as opportunities, but delays in response and errors can be a direct risk to negative growth. Let's think about how to step up the Japanese culture “Depa-chika” with a view to the future changes in the social environment and business environment.

The background

The Daimaru Sapporo store was born in 2003 as a culmination model store of management reforms that Daimaru has been working on since Daimaru in 1998. Through store design that emphasizes "relaxation and comfort", we have created a rich and comfortable space that harmonizes warm and tenderness, nostalgia and so on. In addition, we are constantly making store conscious of hardware aspects such as construction of logistics, warehouse, office environment, etc. that supports the efficient management by a small number of people, maintenance of sales floor by customer's point of view based on marketing such as classification of customer service patterns.
The Daimaru Sapporo store aims to be an exciting store full of lively and talked about "fun exploration department store"!

Schedules

Schedule of the 2nd DEMOLA HOKKAIDO
10/6 : Kickoff （13:00-17:00) + networking
10/13 : JAM1 (10:00-17:00)
10/27 : JAM2 (10:00-17:00) + networking
11/10 : Demonstration Practice (13:00-17:00)
12/1 : Final Demonstration (13:00-17:00) + networking
*There is a team meeting once a week .

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