Francfranc, looking for furniture and gifts on your tablet Digital lifestyle proposal (NIKKEI STYLE) --Yahoo! News

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Propose room coordination with a touch panel (Fran Fran LUMINE Yurakucho store in Chiyoda-ku, Tokyo)

In September 2021, Fran Fran (Tokyo, Minato), an interior miscellaneous goods store, opened a new store in Lumine Yurakucho (Chiyoda, Tokyo) that utilizes digital technologies such as tablet terminals and digital signage (electronic signage). Introduce room coordination and gift suggestions by displaying them on a tablet device. It is an experimental store that combines face-to-face customer service and digital.

■ Coordinator proposals from 2000 items of miscellaneous goods, cosmetics, and furniture

The 5th floor of "LUMINE Yurakucho LUMINE 1". Francfranc's new store is located in a corner of fashionable stores that are crowded with young people. With about 2000 items such as miscellaneous goods, cosmetics, and furniture, the customer base is mainly women in their 20s and 40s. However, it has a wide range of household appliances such as gift products and humidifiers, and has acquired a new customer base such as men. The biggest feature of this new store, which is finished with an interior based on pink gold and marble patterns, is the utilization of digital technology. We installed one digital signage to introduce products and four tablet terminals to propose products and coordination. This is Francfranc's first attempt. The company is promoting digital transformation (DX) and is developing hands-on stores that combine real and virtual spaces. The LUMINE Yurakucho store will be operated as an experimental store and will play a role as a foothold for future store development. Tablet terminals are available for each product group. Four fields: furniture, household goods such as humidifiers, gift items, and fabric items such as rugs. The tablet terminal in the store provides original content that is different from the electronic commerce (EC) site.

■ The video explains the cosmetics recommended by the staff

For example, if you select the desired atmosphere such as "elegant" or "suite" on the tablet in the furniture department and the place of use such as the bedroom or living room, the product that meets your needs and the feeling of use in the room will be shown in the photo. .. At the gift counter, videos explain cosmetics recommended by Francfranc staff. We propose products according to four budgets, from "1000 yen or less" to "3000 yen level". Francfranc, which handles a wide variety of products, is required to provide customer service that responds to customer requests in detail with a wealth of product knowledge and proposal capabilities. Etsuko Miyake, the manager of the LUMINE Yurakucho store, pointed out the advantages of tablet terminals, saying, "In addition to being able to convey concrete images when using products, we can also use videos to propose recommended products even when staff are absent." Even if the staff cannot handle customers due to customer service or accounting, product proposals can be made on a tablet terminal and opportunity loss can be suppressed. The content provided on the tablet terminal is also linked to EC, and customers can purchase products online by scanning the displayed QR code with their smartphone. Stores in central Tokyo, where the sales floor area is small, do not have enough space to display large items such as furniture, so the aim is to encourage EC purchases from tablets in stores. We also anticipate demand for combined purchases of kitchen utensils such as tableware and miscellaneous goods. How much can you reduce the stress of customers when shopping and increase the experience value by utilizing digital technology? The results of the experiment at the LUMINE Yurakucho store are likely to be important for the company's future store strategy. (Shosuke Kato) [Nikkei MJ dated December 15, 2021]