If you’re considering expansion into the Japanese market, is digital promotion enough? Maybe, but maybe not. For a consumer base that prefers a personal touch, offline marketing is still key. That’s why phygital marketing in Japan can be a crucial strategy.
In This Article
“Phygital” is the combination of two words—physical and digital, as you might have guessed. In Japan, physical presence still equals credibility. However, most purchase decisions start with digital research. How can you optimize your efforts to meet Japanese consumers? Easy: Brands that synchronize both touchpoints can build trust and drive conversions in ways purely digital strategies can’t.
Maintaining Continuity in the On- and Offline Customer Journey
Japanese shoppers are accustomed to omotenashi—a brand of customer service unique to the country. This level of personal care taken by brands in traditional buyer-seller interactions should be seamlessly incorporated online as well.
So, how to translate traditional methods to the digital age? As an example, a customer might browse in person, scan a QR code to earn digital points, then receive personalized offers through an app later. This is just one of many ways to merge physical hospitality with digital intelligence.
Successful Japanese Phygital Marketing Examples
Major Japanese brands are blending phygital with great success and building better customer experiences in the process.
Uniqlo
Uniqlo is Japan’s leading apparel retailer. Certain locations provide in-store tablets that let customers check stock or order online. Additionally, the Uniqlo app ties purchase history to future recommendations. The customer’s digital and physical footprints merge into one cohesive ecosystem.
This demonstrates how the physical experience retains importance, but is enhanced by digital tools.
Isetan Mitsukoshi
Japan’s most iconic department store group has long been synonymous with omotenashi. Now, it’s carrying that same sensibility into digital through a series of phygital innovations.
At its flagship locations, customers can utilize 3D body scanners to record precise measurements. Services like YourFIT 365 and Match Palette then use this data to recommend perfectly tailored apparel both in-store and through the retailer’s mobile app.
If that wasn’t innovative enough, customers browsing from home can now enjoy the expertise of in-store stylists via Isetan’s Remote Shopping App, which offers live video consultations and chat support with real staff.
How You Can Integrate Phygital Strategies
You don’t need to invest in a major tech overhaul to have a competitive phygital strategy. Actually, connecting online and offline can be simple.
- QR Codes: From train ads to product packaging, QR codes remain an effective bridge between offline exposure and online action.
- LINE + CRM Integration: LINE is Japan’s leading communication platform, and should already be an integral part of your digital strategy. You can enhance its effect by syncing with brand CRMs to reward in-store purchases, track engagement, and nurture repeat visits.
- Pop-Up Stores with Digital Follow-Up: Limited-time spaces create buzz, and Japanese audiences cherish them; digital retargeting extends that excitement. A customer who attends an event can later receive exclusive online offers tied to their visit.
Partner with iCJ for a Holistic Marketing Approach
Shoppers in Japan have a hybrid mindset. As such, you need a hybrid approach to market successfully. Physical touchpoints build credibility, while digital channels sustain engagement.
For international brands entering Japan, phygital marketing may sound like a sill word at first. Looking more deeply, however, it’s the cultural bridge between presence and performance.
At iCJ, our staff is uniquely talented at strategies that help brands entering the Japanese market stand out. Take advantage of our expertise to maximize your efforts.
