#Japan #Tokyo #UGC #STAFF START #AKOMEYA TOKYO

AKOMEYA TOKYO Integrates STAFF START for a Seamless Customer Experience

In a significant step towards enhancing its customer engagement, AKOMEYA TOKYO, a renowned lifestyle shop based in Shibuya, Tokyo, has recently implemented the STAFF START application, developed by Vanish Standard Inc. This innovative digital transformation tool is designed to bridge the gap between online and offline interactions, marking 2025 as the pivotal year for OMO (Online Merges with Offline) initiatives. This move is aimed at not only improving customer experience but also maximizing the potential of e-commerce by merging the unique strengths of their in-store staff.

The Need for Deeper Product Narratives

Historically, AKOMEYA TOKYO has relied heavily on user-generated content (UGC) from social media to promote various products. While this approach has successfully amplified the popularity of certain items, it has not effectively conveyed the richer stories behind new or lesser-known products. Items like tools for enhancing the cooking of rice or special seasonings that add a gourmet touch require a narrative that goes beyond basic descriptions. Therefore, the introduction of STAFF START is aimed at addressing this gap by having knowledgeable staff share their insights and experiences with customers online.

The company has recognized that the employees possess invaluable expertise and a unique understanding of the products they sell, making them the ideal candidates to articulate the full value and potential uses of these offerings. With the integration of STAFF START, team members can now create coordinated posts that highlight product features, offer cooking tips, and share their personal stories, thus bringing a more enriching customer experience.

Staff as Catalysts for Culinary Culture

AKOMEYA TOKYO takes a distinctive approach in viewing their staff not merely as sales personnel, but as 'food catalysts' that connect customers with Japan’s rich culinary traditions. By empowering staff members to communicate with customers in their own words—much like they do in physical stores—the company hopes to foster a more personal connection with the brand. The younger, digital-native employees are particularly encouraged to share cooking photos and their personal dining experiences at home. This will bring to life not just the nutritional values of the products, but also how the items can enhance everyday dining experiences.

In preparation for the upcoming OMO initiatives, AKOMEYA TOKYO has begun to roll out the use of STAFF START across selected staff members in their stores. The initial responses show that staff-generated content is of high quality, providing unique insights that can significantly benefit potential buyers. As the project unfolds, the company plans to track the impact of this staff-led initiative on sales and develop metrics for evaluating employee contributions within this new retail framework.

Insights from AKOMEYA TOKYO’s Leadership

The ongoing transformation has been supported by comments from the team responsible for the OMO project, including representatives Tsuchida, Shima, and Tsuji. They express that AKOMEYA TOKYO products are not only about taste; they embody deep narratives concerning their producers and Japan’s culinary history. Effective storytelling, akin to engaging dialogues that happen in-store, is paramount to realizing the products' true value. With the recent membership integration that occurred last April, the opportunity for customers who traditionally engaged only with the physical locations to explore the online offerings has expanded significantly. The team believes that establishing a digitized presence for knowledgeable staff online will bring additional value to the customer experience.

The Impact of STAFF START

STAFF START is part of an innovative service that enhances the synergy between retail and e-commerce by maximizing overall revenue generation. It allows in-store personnel to showcase product styling and reviews via their company’s e-commerce platform and social media channels. Additionally, it employs cutting-edge AI analysis to track customer behavior in-store and online, fostering an omnichannel customer service experience. This creates a more personalized shopping atmosphere where customers receive tailored recommendations based on their previous purchases and behaviors.

As of now, over 3,000 brands use the service, spanning various industries including apparel, cosmetics, furniture, household goods, food, and services. The financial impact speaks volumes, with a reported revenue of ¥209.1 billion derived from transactions initiated through STAFF START content.

With the progression of their OMO initiatives and the launch of STAFF START, AKOMEYA TOKYO is well-poised to redefine customer engagement, setting a new standard in the merging of online and offline retail.

For inquiries about the service, please reach out to Yanaguchi or Oizumi at Vanish Standard Inc.

About Vanish Standard Inc.

Vanish Standard, headquartered in Shibuya, Tokyo, specializes in developing and operating the STAFF START service alongside projects like LINE STAFF START and STAFF OF THE YEAR. You can find more about their services on their official website.