The Evolution of Experience Retailing - Japan

In this section, you will find a summary of the results provided by Japanese respondents to the survey.

502 Japanese respondents contributed their opinions to this research. This group comprises 66% men and 34% women, with 3% aged 18-24, 21% aged 25-34, 38% aged 35-44 and 38% aged 45-60 years. 50% of this group are married, 43% are single, 1% are living with a partner and 5% are separated, divorced or widowed. 31% had children under 18 years living in the household.

In relation to Japan, here are some of the key findings revealed in the Evolution of Experience Retailing research:

• Japanese consumers identify with concept that there are no barriers to shopping in an online retailing world, but at a much lower level (50%) than every other country, while almost 40% consumers are unsure of the value.
• While price, followed by choice and availability are the most important credentials in choosing where to shop, the results imply that the Japanese will not do so at any cost, results which contrast strongly to other countries.
• 50% of respondents were ambivalent to the shopping experience, and 15% felt that this was unimportant when shopping, more than double any other countries' result.
• Half of respondents were undecided of the value of personalization, and although they understand the value of receiving information on offers and discounts, this group strongly prefer only self-initiated contact with retailers (58%), creating a challenge for both retailers and consumers in providing and receiving the right level of information.
• Japanese consumers are not as unforgiving as other regions and although almost 60% would immediately transfer their custom to another retailer after a poor experience, they were less likely to broadcast a negative experience, particular on social media platforms.

For more information on results and analysis from Japan, take a look at our whitepaper and the "additional resources" section on this page.