A customer experience that creates empathy. Experiential promotion utilizing CCC Group assets
Using offline customer experience and database marketing know-how, the CCC Group co-creates experience value, connecting companies and customers through space, events, and data. (Updated October 3, 2025)
Creating customer experiences that leverage store management knowledge
As consumer values shift from "consumption of things" to "consumption of experiences," we believe we are living in an era where "empathy" born from customer experiences leads to purchases. Through our many years of operating stores, we have always thought about how to provide a customer experience that will delight them, and have created communities centered around the stores, creating opportunities to heighten customer empathy through event experiences and product proposals. Utilizing this knowledge, we support companies in building stronger relationships with their customers by producing experiential events and using media promotions that utilize CCC-operated stores.
Stores across the country that are close to the community and create a variety of experiences
Our stores have a variety of features. TSUTAYA BOOKS is based on a comfortable space where experts in each genre, known as concierges, carefully draw out the stories behind the products and make suggestions. Furthermore, "TSUTAYA" and "TSUTAYA BOOKSTORE" offer products and events that enrich lifestyles, taking into account the customer demographics and area characteristics of each region. For example, we take a community-based approach by holding family events in areas with a large child-rearing generation, and by implementing trend-conscious experience projects in stores that attract highly information-conscious customers.
While each store has its own unique character, they all share a spatial design that creates "accidental encounters," allowing customers to not only make specific purchases but also come across unexpected products and services. In addition, all stores hold more than 10,000 events per year, creating a wide variety of communication opportunities, from in-store workshops and talk events to live music and market events that involve the surrounding area. From among these distinctive stores across the country, we will propose the most suitable store utilization method at any given time.
Producing the best possible store experience
Event producers with actual store management experience are responsible for selecting the right store and planning content that conveys the brand's vision. Because we understand the unique characteristics of each store, we are adept at designing customer experiences that make the most of the store space, and are able to produce plans based on a site perspective. In addition, by utilizing V POINT data, it is possible to select stores that are frequented by the target demographic based on the data, and by making customer data visible, it is possible to design more effective experiences.
Furthermore, by combining the assets of the CCC Group and partner companies, we can design a variety of touch points. By combining all touch points, including publishing, e-commerce, and other digital domains, we will create a multifaceted customer experience.
A chance encounter between crowdfunding and a store: A promotional example using CCC assets
Here we will introduce some examples of how CCC Group's assets have been utilized to create experiences that resonate with customers both offline and online. To celebrate the release of DeLonghi Japan Co., Ltd.'s (hereinafter referred to as DeLonghi) new product, the Riveria Fully Automatic Coffee Machine, a promotion was carried out to raise awareness and generate buzz prior to the product's release, combining the crowdfunding platform GREEN FUNDING, run by One More Co., Ltd., a CCC Group company, with TSUTAYA BOOKS.
De'Longhi already has many fans, but they wanted to attract new customers as well as existing ones, and also wanted to gather feedback from the market before the product was released and use it in promotions at the time of general release. So, we started crowdfunding ahead of the nationwide release to quickly reach out to a highly information-conscious demographic and create excitement.
In addition, to coincide with the start of crowdfunding, actual product displays and tasting events were held at Roppongi TSUTAYA BOOKS, Umeda TSUTAYA BOOKS, and Ropponmatsu TSUTAYA BOOKS. By holding the event in stages at three different stores at different times, the awareness of crowdfunding increased the later the event was held, and many people came to the stores with the aim of experiencing the actual product. Additionally, the tasting event prompted many people to support the crowdfunding campaign, providing a case in which a real-life experience led to an online purchase.
The decision to go ahead with this initiative was made based on the expectation that "GREEN FUNDING" would be able to create points of contact with customers both online and offline through crowdfunding and store expansion. Furthermore, the service has been highly praised for allowing users to "save and use" V POINT.
In addition, De'Longhi's previous sales channels were mostly electronics retailers, and the main point of contact was with customers who were making specific purchases. This time, by exhibiting at TSUTAYA BOOKS, we were able to create an opportunity for customers who were not intending to purchase home appliances to encounter De'Longhi by chance, which was also well received.
Going forward, we hope to continue leveraging our accumulated know-how to work together to create customer experiences that foster strong connections between companies and their customers.