How did "TSUTAYA BOOKSTORE Joso Interchange," which aims to become a local community hub, come about?
CCC supported concept design for the Agriscience Valley plan in Joso City. As part of this PPP project by Toda Corporation and Towa Kanko Kaihatsu, TSUTAYA BOOKSTORE Joso Interchange opened on May 27, 2023.
CCC conducted preliminary marketing research to utilize its knowledge and expertise to make Agriscience Valley a place loved by local customers. As a result, we plan to open "TSUTAYA BOOKSTORE Joso Interchange" and will explain how we came to attract a hot spring facility as a nearby commercial facility.
CCC planning and design has three stages
The planning and design of the CCC is carried out in three stages. First, we conduct a comprehensive analysis of quantitative and qualitative data to determine the target audience, and then we set targets by digging deep into various aspects such as aspirations and needs. Next, we set a concept based on the facts and create the core of the entire plan, such as the value to be provided from the customer's perspective and the MD composition. We then create a plan that brings your concept to life.
Planning for the "Agriscience Valley Concept"
Agriscience Valley Joso, which includes TSUTAYA BOOKSTORE Joso Interchange, is centered around the area around Joso Interchange on the Ken-O Expressway, and aims to create a new base for the sixth-sector agricultural industry (※1) with a focus on food, agriculture, and health, thereby contributing to regional revitalization. It was born from the idea of contributing to the formation and development of a vibrant and unique local community in Joso City by creating a tertiary industry space where a diverse range of customers can gather.
*1: Since it incorporates not only the original primary industries of agriculture, forestry and fisheries, but also secondary industries (industry and manufacturing) and tertiary industries (sales and services), it means "6" obtained by multiplying "1 for primary industry" by "2 for secondary industry" and "3 for tertiary industry."(From the Ministry of Agriculture, Forestry and Fisheries website https://www.maff.go.jp/j/nousin/inobe/6jika/index.html)
Although it had been decided that the Joso Roadside Station would be located in Agriscience Valley Joso, plans for the other commercial areas had not yet been decided. This project began when Toda Corporation, which was involved in planning the Agriscience Valley Concept, asked us for advice on what kind of stores should be attracted and how the entire Joso Agriscience Valley should be designed.
Agriscience Valley Joso will begin with market research around the Joso Interchange. We conducted general marketing research, including area marketing such as resident composition and population distribution, collecting GPS data to see the inflow and outflow of people, conducting street interviews in the surrounding area, and analyzing the concepts of surrounding facilities and customer demographics. In addition, we also conducted marketing research unique to the CCC Group. We conduct detailed research into the trends of people living in the surrounding area based on data held by CCC MK HOLDINGS. We also conducted a more realistic customer analysis based on data from various angles, such as what types of hobbies and tastes people tend to have.
Market research reveals the needs of local residents
As a result of the market research, we found that when looking at the clusters of the total population of Joso City, the population share of the 40 and older generation was high. On the other hand, it was discovered that the neighboring cities of Tsukuba and Tsukubamirai have many working households in their 30s and 40s, so it was decided to target people in their 40s and older who have already finished raising their children, as well as people in their 30s and 40s who are currently raising children.
When we conducted a survey in the surrounding area focusing on this target group and asked them "What kind of facilities would you like to have?", we found that the most common requests were for a "bakery," "cafe," "bookstore," and "hot spring facility."
Furthermore, a street survey was conducted mainly among women with children, asking questions such as "Please tell us where you go on your days off," "If a new commercial facility were to open, what kind of stores or services would you like to visit, and who would you go with?", "Please tell us about any favorite stores," and "What's popular around you these days?", and the following became clear.
- On my days off, I often go to nearby shopping centers or parks.
- There is a large park, but no playground equipment. I want my children to play to their heart's content, but that's not possible.
- I want to go out to eat with my family, but there are no restaurants that are child-friendly.
Other surveys have revealed that people in their 40s and older value time for hobbies and have a strong interest in saving money and tidying up. Additionally, we have also seen a trend in which people in their 30s are sensitive to cutting-edge information, eager to improve their skills, and want to live a cool lifestyle.
As such, we conducted various surveys and found that many families in their 30s and 40s with children under elementary school age felt that they had no place to go or spend time with their children on the weekends, and that many families in their 40s and 50s with children in junior high and high school have children who are growing up and want to improve their lifestyles. Based on these results, we designed the target and concept for "Agriscience Valley Joso."
Fact-based concept setting
The target audience is people who "want to enjoy life more," such as those who want to make their lives with their children more fulfilling, parents whose children are about to become independent, people who want to enjoy their daily lives with others more, and people who want to make their lives with their children more fulfilling. After much discussion, we decided that it would be a good idea to offer these people "ways to enjoy life" by suggesting a lifestyle of sharing hobbies with others or discovering something new in a home-like space, proposing a new lifestyle using books and miscellaneous goods that they cannot find at home, and furthermore, to aim to create a community through events.
And so the concept of "Second House: Fun you can't have at home" was born.
CCC's store creation is a one-stop shop that solves customer problems, from research to design, product selection, and operational support.
CCC's planning has the advantage of being able to handle everything from marketing research to store interior planning and design, product selection for the store, and operational support. We also provide suggestions and support based on our knowledge and experience in stores such as "TSUTAYA" and "TSUTAYA BOOKSTORE" that we have developed so far, and services such as "V POINT."
In order to solve our customers' problems and create business opportunities, CCC will utilize our experience and intellectual capital to propose optimal solutions.