Furniture proposals and gifts search digital with franfrancs and tablets

Series "HOT ZONE"

Propose coordination of the room with a touch panel (Franfrancin Lumine Yurakucho store in Chiyoda -ku, Tokyo)

　In September 2021, the interior miscellaneous goods Franfranc (Port) opened a new store in Lumine Yurakucho (Chiyoda, Tokyo) using digital technology such as tablet terminals and digital signage (electronic signs).The coordination of the room and the gift proposal are displayed on the tablet terminal and introduced.It is an experimental store that combines customer service and digital.

■ Coordination proposal from 2000 points of miscellaneous goods, cosmetics and furniture

　The 5th floor of "LUMINE LUMINE 1". There is a new Francfranc in one corner of young people who are full of fashionable stores. Approximately 2,000 items such as miscellaneous goods, cosmetics, furniture, and women in their 20s and 40s are mainly women. However, household appliances such as gift products and humidifiers are also enriched, and new customers such as men are acquired. The biggest feature of this new store, finished in the interior based on pink gold and marble patterns, is the use of digital technology. We installed one digital signage that introduces products and four tablet devices that propose products and coordination. This is the first attempt by Fran Franc. The company is promoting digital transformation (DX) and developing hands -on stores that combine real and virtual space. The LUMINE Yurakucho store is operated as an experimental store, and plays a role in the future of store development. Tablet terminals are prepared for each product. Four fields of furniture, humidifiers, or fabric products such as gift products, lags, etc. Original content is different from the electronic commercial transaction (EC) site on the tablet device at the store.

■ Staff recommended cosmetics are explained in videos

　For example, if you select the desired atmosphere such as "elegant" and "suite" on the tablet of the furniture sales floor, and where to use the bedroom and living room, it will show the products that meet the needs and the feeling of use in the room. 。 At the gift section, we explain cosmetics recommended by Franfranc staff in videos. We propose products according to four budgets, from "1000 yen or less" to "3000 yen range". Fran Franc, which handles a variety of products, is required to respond to customers with a wealth of product knowledge and proposal. Etsuko Miyake, the director of LUMINE Yurakucho, pointed out the advantages of the tablet terminal, saying, "In addition to specifically convey the image of using the product, you can propose recommended products even if the staff is absent by using videos." Even if the staff cannot respond to customers due to customer service or accounting, product proposals can be proposed on the tablet device, reducing opportunities. The content provided by the tablet terminal is also linked to the EC, and if you read the displayed QR code on your smartphone, you can purchase products online. At stores in the city center with a narrow sales floor area, there is not enough space to display large products such as furniture, so the aim is to encourage purchases from Tablets at the store. It is also expected to buy kitchen supplies and miscellaneous goods such as tableware. How can you use digital technology to eliminate the stress of customer shopping and increase your experience value? The results of the experiment at the LUMINE Yurakucho store are likely to be important for the company's future store strategy. (Shosuke Kato) [Nikkei MJ December 15, 2021]