Social networks go offline
As in every major city, Tokyo has a growing number of customers who live alone. The number of single households or households without children in Tokyo has steadily increased over the past several years. People are increasingly lonely and desire more social interaction and contact with one another.
This need has resulted in Japanese companies creating opportunities for social networking beyond the Internet models to connect consumers in the physical world. Leading in this field are the Japanese railway companies. Seibu Train Company started its first hiking day a few years ago. This was soon followed by initiatives by Tokyo Metro and other major railway lines around the capital. The companies organize guided tours in certain locations for interested customers. These free events have developed a strong, ever-expanding fan base.
Another well-known example of this trend is an event started by sporting goods producer Asics. The company is famous for sponsoring the Tokyo sightseeing run, which covers all major sights of Tokyo in a 15km run. Other runs target women, beginners, and early morning runners, and are offered every day. Again, all of these events are free of charge, but it’s evident that consumers become avid fans of them and eventually all of the companies start offering them.
Social meetings of consumers also support difficult purchase decisions. Tokyo real estate developers, for instance, offer seminars for women (their new target group) who plan to buy apartments. These seminars allow potential buyers to meet each other and often lead to more positive purchase decisions in the end.
Connecting with consumers has a positive effect on a company’s long-term strategy. Consumers become fans of the brand which in turn will positively influence their purchasing decisions in the future.
Simplifying product choices
As the number and speed of new products being introduced to the market dramatically increases, more and more consumers find it difficult to make purchase decisions. This can happen simply because they are worried about buying the wrong product or missing a bargain. These overwhelmed consumers tend to buy products later than others or not buy them at all. This is a trend not only in Tokyo, but in most industrialized countries. Shoppers feel increasingly out of the loop when it comes to new products and the advanced technologies that often accompany them.
