The real story... behind convenience stores as teachers

Dave McCaughan

As one of the most common retail venues visited in Japan, the Convenience Store, or "combini", is one of the most influential media in teaching its shoppers about product selection, store brands and the whole concept of "new".

The real story… behind convenience stores as teachers

Dave McCaughanMcCann WorldGroup Asia Pacific

Imagine eating at the same kitchen ten or more times a week for fifteen years and every day there are new dishes, new drinks, and new snacks. That is a Japanese Convenience Store. For the average salaryman in his thirties the convenience stores better known as "combini" to, from and near work are likely the most common places he buys breakfast, lunch and dinner. And it's probably the most influential medium in teaching him what he knows of product selection, store brands, and the whole concept...

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