#Japan #Shibuya #STAFF START #STAFF OF THE YEAR #lilium by lily

Introducing STAFF STORY

Vanish Standard Co., a leading provider of retail staff DX services and organizer of Japan's largest接客コンテスト'STAFF OF THE YEAR', has launched a new interview series titled 'STAFF STORY'. This initiative is designed to showcase the challenges and growth of retail staff who are essential to delivering customer experience and conveying brand value.

Concept of STAFF STORY

The 'STAFF STORY' series aims to visualize the efforts of daily retail staff and present their potential to society. At Vanish Standard, we believe that retail staff are not merely sell products; they play a crucial role in delivering brand value and enhancing customer experiences. Despite the often-overlooked hard work of retail staff, their contributions are invaluable, extending beyond mere sales figures. Through 'STAFF STORY', we aim to continuously highlight the challenges that retail staff face while connecting with customers.

First Feature: Sayuri Morikawa

The inaugural interview highlights Sayuri Morikawa of PAL, who secured a third-place finish in the first 'STAFF OF THE YEAR' competition held in 2021. Leveraging her customer service skills and the tools provided by STAFF START for online shopping and social media, she now excels as the Digital SV of PAL's Second Division. Moreover, on June 25, 2026, she plans to launch her own fashion brand, 'lilium by lily', thus embarking on a new chapter in her career.

In her interview, Morikawa discusses her motivations for pursuing a career in the apparel industry, the pivotal moments as a retail staff member, and her journey in the 'STAFF OF THE YEAR' competition. She expresses that working as a retail staff allows her to play a significant role in customers' lives, saying, "There are many moments where I can be involved in customers' lives."

Morikawa attributes her confidence in her style of customer service that incorporates social media to her recognition in 'STAFF OF THE YEAR', which has fundamentally changed her interactions with both colleagues and customers.

The Message Behind STAFF STORY

In establishing 'STAFF STORY', we aim not only to recognize the outstanding service provided by staff like Morikawa but also to inspire others in the field. The interview series will consistently explore various challenges faced by retail staff, aiming to communicate their significance and the future possibilities available to them.

We understand that retail staff are a vital presence in the shops, bridging the gap between products and customers. Through their experiences, we can gain insights into how to elevate their roles, empowering both staff and brands alike.

Celebrating Retail Staff

STAFF OF THE YEAR celebrates those retail staff who excel not just in local sales but also in online customer service and digital communication, shining a light on their work and achievements. Since its first competition in 2021, many winners have been featured in various media such as TV shows, magazines, and radio, illustrating the growing importance of retail staff in the modern market.

With over 3,000 brands utilizing STAFF START, the service supports seamless interaction between physical stores and e-commerce, thereby facilitating effective shopping experiences. It underlines our commitment to improving the value of retail staff through continuous enhancement and recognition of their skills.

For further inquiries regarding STAFF START, please contact our representatives: Imai or Oizumi.

For more details, visit our official websites:

• - Vanish Standard
• - STAFF START
• - STAFF OF THE YEAR