Material issue 3: Creating Safe and Reliable Products and Services to Bring Convenience and Richness to Everyday Life
Social Context and Recognition of Issues
Demographic changes due to a declining birthrate and an aging population, together with a concentration of people in urban areas, has led to an increase in the number of working women, dual-income households and single-person households. This has increased demand for food products that save time or are portioned into small amounts and products that match consumers’ heightened awareness of environmental issues and increased health consciousness. There is also a growing demand for products and services that contribute to solving the problems faced by communities and society.
The social changes that have resulted from digitalization due to the recent technology evolution affect not only the way people work and the way FamilyMart stores are operated, but also the way products are sold and retailed.
FamilyMart sees these changes and diversification in social conditions and people's lifestyles as an opportunity for convenience stores to be reevaluated as a familiar presence for consumers. We hope to contribute to the realization of convenient and affluent lives for people by strengthening the development of products that are close to consumers and local communities, and by also promoting digitalization to improve consumer satisfaction and convenience.
Vision
In addition to safety and security, FamilyMart aims to develop unique products based on changes in consumer lifestyles and values and expand our product lineup. We aim to meet the increasingly sophisticated and diverse needs of consumers.
In our product development, FamilyMart strives to differentiate ourselves from competitors by incorporating diverse consumer needs and focusing on time-saving, convenient and useful products for everyday life that make customers feel they’ve gotten a bit of a bargain. We also proactively work to create products that emphasize the growing health consciousness of consumers and the lifestyle trends for each generation.
Additionally, we are committed to enhancing customer convenience and streamlining in-store operations through the integration of cutting-edge digital technology without the constraints of traditional frameworks and conventions.
Customer feedback is also widely used in our corporate activities to develop and refine our products and services, leading not only to even higher customer satisfaction but also to enhanced corporate value.
Specific Initiatives
Basic Approach
FamilyMart continues to develop original products that match consumer lifestyles and changing values, expand our product lineup, and meet a wide range of increasingly sophisticated and diversified consumer needs.
We aim to differentiate ourselves from other companies by focusing on high value-added products that are time-saving, convenient, and useful in everyday life. We will also provide new value to our customers by actively creating products focused on today’s growing health consciousness, products matched to generational trends and through our digital transformation.
Value Creation
The never-changing advantage of brick-and-mortar stores is that, among a wide selection of items, customers can touch and feel products that they have never seen or heard of before or that propose new value.
At the same time, our endeavor involves shaping a next-generation convenience store model, one that evolves into a destination for discovering novel products and crafting unique experiences, driven by the forefront of digital advancements.
By making the most of both of these characteristics, we will enhance our sales area to make everyday life fresher and more fun, respond to a wide range of consumer needs, and help each customer achieve his/her desired lifestyle.
Promotion Framework
In product development, we formulate a development concept based on customers’ requests and various survey results, and each division decides the details of product specification by category. Sales, Marketing, and Merchandising Divisions have a weekly regular meeting where they share information on sales status and promotion and discuss quality improvement.
As part of our digital transformation efforts, FamilyMart established Data One Corp. to provide highly accurate targeted advertising based on purchasing data, and Gate One Corp. to provide valuable media experiences on large in-store monitors.
Creative Office & 8 was also newly established as an organization Under Supervision of President to further evolve our efforts to create new businesses using our brick-and-mortar stores.