The survey on Japanese consumer behavior in a New Normal era, conducted by Hakuhodo, finds that Japanese consumers tend to use real and online shopping differently depending on the shopping scenes.
According to the survey results, the top three merits in online shopping were ‘quick,’ ‘cheap’ and ‘easy,’ while the biggest merit in real shopping was ‘a sense of safety’ with the ratio of 72%.
Regarding appropriate prices for shopping, half of respondents selected online shopping for goods of less than 10,000 JPY, while more than 60% said real shopping is better for goods of 30,000 JPY or higher.
About 70% answered that they will purchase anything online in the future, and more than 60% recognized that real shops were communication places to know brands’ concepts.
Regarding ideal customer services in a real shop, half of them answered ‘Serving only when I ask for it’ and ‘answering questions accurately.’ Hakuhodo says that customer services with an appropriate distance is important to create brand values and customer experiences.