Brand Example : Tsutaya Bookstore in Japan

From a book store to a lifestyle space

Japanese book store Tsutaya put in their hand to propose a lifestyle suggestion. Tsutaya is not only a place for reading, but also a place to break down the boundaries of shopping. Tsutaya, a book franchise brand for the company 'CCC (Culture Convenience Club)', is a multi-package store offering books and other related products at the same time. As of 2018, it operates more than 1,400 stores across Japan.

▲ Ginza Six, Tsutaya (Image Credit : Sybilla Patrizia)

The target customer of Tsuyada Daikan Yama Store is Takaishi, middle-aged person between 50 and 65 years old. Tsutaya organized their bookstores, record shops, video shops, cafes to suit the tastes of this generation. Main themes are about humanities, literature, art, hobbies, architecture, design, cooking and travel. With the aim of a demographically granular market, they were able to provide products, services and experiences that matched their customers' needs and lifestyles.

At the same time, localization was also successful, tailored to the characteristics of the region. Tsutaya Shibuya Store focuses on rental functions for young people. The theme is more focused on music CDs, movies, games, and cartoons than on lifestyles. Tsutaya Daikanyama T-Site was created under the concept of 'Library in the Forest'. From the start, it was built on the question of "what kind of bookstore do you like?". This place is widely used as a promenade and resting place for the residents. There is also a lot of space to chat inside. Tsutaya's challenging attempt stands out in this case.

▲ Tsutaya Daikanyama T-Site (Image Credit : Arch Daily)

One of the most extraordinary features of Tsutaya is the way of displaying merchandise. Tsutaya arranged the items base on lifestyle perspective. A variety of dishes and ingredients are placed next to the cookbook, and products such as seeds, pollen and digital gardening equipment are displayed alongside the gardening book. Tennis goods and bicycles are sold near sports books. There is a tour desk near the travel book corner, where tickets can be booked on-site.

▲ Tsutaya Product Arrangement (Image Credit : Fursys)

The essence of Tsutaya is not 'commercial store', but 'knowledge and experience'. Tsutaya assumes customers who want action and participation rather than just a product. Customer responds to the various attempts by tsutaya implementing a library of forests, a sense of the five senses, and a place to enjoy.

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