New retail models in Asia: Insights from Seiyu and 7-Eleven

Low Lai Chow

This event report addresses how two leading Asian retailers are trying to serve the next generation of customers.

New retail models in Asia: Insights from Seiyu and 7-Eleven

Low Lai Chow

Most brands like to know who their ideal customer is, but achieving this goal is rather more complicated for major retailers.

"The approach of agencies is to define the ideal image, and design the brand value proposition – such as the functional hit and emotional hit – based on that ideal user image," Tomonobu Tominaga, head of marketing for Seiyu – the Japanese supermarket chain owned by Walmart – said at the POPAI Asia Conference 2013.

"We have too many types of people; too many types of...

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