'Convenience store kingdom' Japan sees stores selling clothes, renting hair irons amid customer decline

In Japan, often called the 'kingdom of convenience stores,' retailers are introducing novel services to counter a noticeable decline in customer visits. FamilyMart recently unveiled its new flagship store, 'Famima,' in Tokyo's Azabudai district, transforming the retail space into a more engaging destination.

The 'Famima' store showcases over 300 items from FamilyMart's apparel brand, 'Convenience Wear,' creating an atmosphere akin to a clothing boutique. It features dedicated fitting rooms, allowing customers to try on selected items, and offers exclusive jackets and dresses available only at this location. The store also provides fixed benches and a rooftop garden, moving beyond the typical plastic seating and umbrellas found outside convenience stores.

FamilyMart plans to open more similar stores in urban areas to gauge customer response. Tatsuo Odani, president of FamilyMart, expressed ambition, stating, "We will challenge the possibility of becoming a convenience store that people 'want to visit on purpose' by enabling exciting shopping experiences."

Other convenience store chains are also innovating. 7-Eleven introduced 'powder spaces' in some stores late last year, offering well-lit mirrors for customers to touch up their makeup. They are also attracting female customers by offering paid rentals for hair styling tools like curling irons.

These transformations stem from a significant drop in customer traffic. According to the Japan Franchise Association, convenience store visits nationwide decreased by 0.5% year-on-year to 15.57 billion in the past year. Factors contributing to this trend include Japan's declining population and the increasing popularity of large supermarkets and online shopping. A Yomiuri Shimbun report noted that major convenience store operators are launching new services to encourage more frequent visits, extending their offerings beyond food and daily necessities.

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We will challenge the possibility of becoming a convenience store that people 'want to visit on purpose' by enabling exciting shopping experiences.