The Birth and Integration of Showrooming-Style Stores Initiated by Department Stores:

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Key Points

This research aims to explore the emergence and integration process of showrooming-style stores in Japanese department stores, particularly in response to recent environmental changes.
Case study of Daimaru Matsuzakaya's 'Asumise' showrooming store in Tokyo.
Analysis of customer and brand needs during the store's evolution from a non-selling to a hybrid model.
Examination of the impact of digital transformation (DX) on traditional retail strategies.
Transition from a non-selling store to a hybrid model offering brand experiences and purchase options.
Increased adaptability to consumer demands post-pandemic indicated by the brand experience integration.
Forecast for expansion and sales initiation by September 2024, enhancing customer engagement.

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Case analysis demonstrates brand experience evolution in department stores, indicating new revenue models.

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Hitomi Tanaka (2026) studied this question.

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