Choosebase in Shibuya, Tokyo
What: A new initiative from a major Japanese department store company to go digital and younger.
Why it is important: Everything is focused on product discovery and experience, leading to a straightforward and neat customer journey without having to carry a shopping basket.
Surfing on the OMO trend (online merges offline), a new store opened in Tokyo, called Choosebase. This online and offline connexion is increasingly developing in Japan although still related to hip and trendy stores.
Japanese department store company Seibu opened last September 21 a new store, Choosebase, in its Shibuya brand, to a appeal at younger and trendier customers. 50+ DTC brands are available there and the whole customer journey is achieved through QR codes near products, which are virtually placed in baskets to be picked up at the exit of the store. Customers do not have to carry a shopping cart and can instead focus on the experience, enhanced by many Instagram-friendly features.
Products can also be shipped to any address as well.
Visit Choosebase Shibuya for an ultramodern shopping experience