In Futako Tamagawa, a town where the city and nature blend together, we offer a customer experience where they can experience and discover a new way of life.
Leveraging the appeal and spatial proposal strengths of Futako Tamagawa Tsutaya Electrics, this initiative showcases customer experience design and real-location promotion through the next-generation showroom, Tsutaya Electrics +. (Updated March 21, 2025)
What is Futako Tamagawa Tsutaya Electrics?
Futako Tamagawa in Tokyo is a city that combines urban convenience with a rich natural environment. Futako Tamagawa Tsutaya Electrics (hereinafter referred to as "Tsutaya Electrics") was opened in 2015 within the Futako Tamagawa Rise Shopping Center as a complex store that proposes various lifestyles through home appliances, books, and miscellaneous goods, with the concept of being "an electronics store that sells lifestyle goods."
The sales floors are organized around lifestyle themes (genres), such as clothing, food, housing, music, and beauty, and staff with specialized knowledge, known as concierges, are on hand to provide suggestions and advice to customers based on their lifestyles.
The store also houses 14 diverse tenant shops, ranging from interior design, furniture, indoor greenery to apparel, and also houses the "SHARE LOUNGE," making it a store that is visited by a diverse range of customers on weekdays and weekends. The store receives approximately 6 million customers per year, with approximately 60% of its customers being women, and is popular with a wide range of generations, particularly families and workers.
An immersive customer experience that allows you to experience the product while immersed in the brand's worldview
Tsutaya Electrics has multiple spaces within its stores where it can hold experiential events, pop-up stores, exhibitions and other events, and holds around 200 events a year, taking various approaches to customers who visit the stores. At the top of the escalator inside the store, there are two customer service spaces, "E-room," on the left and right, where an event was held by Italian home appliance manufacturer De'Longhi, where customers could experience the brand's worldview and its new fully automatic coffee machine.
De'Longhi Japan Co., Ltd. (hereinafter referred to as De'Longhi) is the Japanese subsidiary of the Italian home appliance brand, De'Longhi Group. The company's main business is the import and sale of electrical appliances for home and commercial use in the Japanese market, including heating equipment such as multi-dynamic heaters, coffee equipment such as fully automatic coffee machines and espresso/cappuccino makers, as well as small cooking appliances such as hand blenders and electric kettles.
To commemorate the release of the DeLonghi Eletta Explore Wi-Fi Model (ECAM45086T), a high-end fully automatic coffee machine, an event was held where visitors could use the cold brew (cold brew coffee) function, a first in the history of DeLonghi products, to extract and enjoy authentic cold brew made from freshly ground beans.
We approached Tsutaya Electrics about holding an event that would express the De'Longhi brand's worldview, allow people to experience new products through the event, and allow them to have a more fulfilling experience. Through prior meetings and on-site inspections, "I got the impression that there would be many information-conscious customers who wanted to enjoy coffee more. "It has a strong affinity with the De'Longhi brand and our new fully automatic coffee machine," and that's why they decided to hold the event at Tsutaya Electrics.
Customer experience design incorporating Tsutaya Electrics' unique "lifestyle proposals"
At the venue, in addition to cold brew tastings and product displays, there were also demonstrations and touch-and-try (operation experience) sessions. We had a wide range of customers in attendance, from people coming alone to families.
On weekends, the line of customers waiting for tastings stretches outside the venue, making it so popular. A customer who was already highly interested in purchasing the new product saw the event information on the store's website and came to the event to understand the product better. After trying it out in the E-room, he purchased the "Eletta Explore Wi-Fi Model," which was on sale in the food area on the first floor of the store, which also led to a sale of the product.
Additionally, as an event content unique to Tsutaya Electrics, a selection of books themed around the deep world of coffee will be available in the E-room, making the "best coffee experience" even more special. The concierge at Tsutaya Electrics has selected 10 books based on a theme, allowing you to explore the world of coffee from multiple angles. The event, which aimed to introduce De'Longhi to more customers and provide an opportunity to sample cold brew brewed with the new product, attracted more than double the expected number of attendees.
In this way, Tsutaya Electrics is able to offer visitors new experiences and discoveries by utilizing its high customer attraction power, comfortable space, and lifestyle suggestions from a concierge, based on proposing various lifestyles through home appliances, books, and miscellaneous goods.
Customer experience at the next-generation showroom "Tsutaya Electrics +" and marketing utilizing real-world locations
Furthermore, Tsutaya Electrics +, a next-generation showroom that opened on the first floor of the store in 2019, is a flat-rate showroom package that utilizes a real-world location to support the acquisition of marketing data and promotional activities. The curators at Tsutaya Electrics + have carefully selected and are introducing a wide range of products, from home appliances that utilize the latest technology, to furniture, miscellaneous goods, food, and other items developed using superior technology, as well as the latest services.
A major feature of this event is that users (customers) who experience the products can support the creators (exhibitors) by providing feedback to them. Exhibitors are informed of the information their store staff gathers from customers during customer service, and the information is used for product development and market analysis. "Tsutaya Electrics+" supports the creation of future products and services through communication between users and creators.
A wide range of exhibit sizes are possible, from a basic plan using an exhibition area of 600mm wide x 450mm deep to an exhibition plan using the visual presentation point (large area) at the floor entrance.
Minimalist mobility robot "mibot"
KG Motors' small mobility robot, "mibot," is a small, single-seater electric vehicle that is creating a buzz in the mobility industry. Its distinctive features include its small size and high energy efficiency, its classification as a miniature moped car, which means it does not require vehicle inspection or garage certification, and its ability to be charged using a 100-volt household outlet, making it possible to own it with low maintenance costs. As the mobility market gains attention as a way to address the challenges of a declining population and an aging society, the compactness and design of the vehicle, as well as the story behind the production process that was revealed on social media, have attracted attention, and many fans have been eagerly awaiting the start of orders for the mass-produced model.
When the prototype was unveiled in March 2024, many people expressed interest in seeing and riding the vehicle, leading to the decision to exhibit it at Tsutaya Electrics +. "With limited display space, we decided to exhibit because we wanted to create an opportunity for potential buyers to see and check out the actual vehicle," said Fumihiro Yokoyama of KG Motors. "Tsutaya Electrics +" created a touchpoint with people who were not familiar with the product and who do not have many opportunities to come into contact with information about cars and motorcycles on a daily basis, which led to new awareness expansion.
Acquiring "attribute data" using AI cameras and collecting "customer service logs" by staff
At Tsutaya Electrics+, cameras in the store are used to collect attribute data (gender, age, and length of time spent) of customers who are interested in a product. You can also use the web service for exhibitors to view the attributes and trends of visitors in real time. Among customers who were interested in mibot, the rate of men stopping by (number of people stopping by in front of the product/number of people visiting the store) was higher than that of women, and it was clear that the product attracted interest from a wide age range, from their 30s to 60s.
In addition, our on-site staff assist customers with product information and provide feedback to exhibitors on the impressions and comments they receive from customers in-store (hereinafter referred to as the "customer service log"). The more than 500 customer service logs collected by mibot included not only supportive comments from fans, but also many ideas and points of interest that came up after seeing the actual car. "People who already knew about the product came from far away to see it, and the impressions and user information they shared after seeing the actual product was very refreshing. Through the customer service logs, we also realized that the younger generation, who we had not been able to reach before, had become interested. (KG Motors, Fumihiro Yokoyama)
I've been seeing it online since the beginning, so I'm thrilled to be able to see it in person. The driver's seat is spacious and comfortable. As someone who remembers the days when things were made with 3D printers, I was surprised at how well the finished product turned out (Male, 50s).
Isn't this the most powerful car of the future? It would be even better if you could change the angle of the touch panel. We agreed that since there is a height difference between my wife and I, it would be difficult to see if we were in a fixed position. (Male, 40s)
Even those who test drove the car after learning the detailed specifications were surprised by the sense of freedom that exceeded their expectations. Additionally, product improvements from the user's perspective can be utilized by the manufacturer in the development of their next product.
A product launch event was held inviting media representatives
Furthermore, we were able to use the event space on the floor to hold a product launch event for the media, which created a positive cycle in which people who saw the news came to see the "Tsutaya Electrics +" exhibit. In this way, you can hold media presentations and special events during the exhibition period to create a mountain of promotional activity and attract more customers, making it possible to use this as part of your long-term promotional plans. "The media presentation was very effective in increasing the number of orders we received through media exposure. " (KG Motors, Fumihiro Yokoyama) As a product exhibition venue in the Tokyo metropolitan area, nearly 30,000 customers were amazed and entertained over the 53 days.
Tsutaya Electrics+ not only provides a place for customers to encounter products, but also collects objective attribute data obtained by AI cameras, as well as the "real voices" of consumers, such as their impressions and requests. Many exhibitors use it as a showroom that connects customers with creators (manufacturers) through products.
Futako Tamagawa Tsutaya Electrics:https://store.tsite.jp/futakotamagawa/