Retail Store Strategy

Kinokuniya's Retail Store Strategy

Target Market:
Kinokuniya first opened in 1983, with it being a Japanese bookstore targeting mainly the Japanese community residing in Singapore; however a lot has changed since then.

Kinokuniya Singapore’s flagship store, the Kinokuniya Singapore Main Store, targets book lovers from all over the island with books imported globally including English, Japanese, Chinese, French and German publications from different countries at reasonable prices, therefore being able to attract all book lovers in Singapore.

With its strong affiliation with things Japanese, from its design to merchandise range to its ambience, Kinokuniya Liang Court has turned into a favorite place for “otakus”, meaning catering mainly to consumers with a love for Japanese products and culture.

Kinokuniya Bugis Junction carries a comprehensive range of books in categories such as comics, travel, language, new age, leisure, etc, appealing to a younger crowd of mostly young executives and students.


Retail Format:
Kinokuniya is a Speciality store selling a wide assortment of books in Japanese & English!

Retail Mix:

Merchandise- Assortment and variety

Kinokuniya have a variety of books, stationary, cd-roms etc and under each individual category they have different genres of the books - example, self-help books, movie books, japanese manga etc.

Service:

They have an online booking service bookweb pro where consumers can order their favourite books

http://www.kinokuniya.com.sg/sso_usingbookwebpro.html

They also have the Singapore Sales Office (SSO) where it strives to be a one-stop "Professional Total Library Supplier" that services all libraries and organisations in Singapore as well as in the region with the latest in Books, Journals, Electronic Materials and Audio-Visual Resources from international publishers around the world in English, Chinese, Japanese, French and German.

other services:

Kinokuniya has gift wrapping services.

Store design:

They have a clear and clearly categorized store design which makes it easy for shoppers to look for what they need.

Location:

There are 3 outlets in Singapore-

The main store is at Orchard road Ngee Ann City, and the other two are at Liang court and bugis junction.

Pricing:

Kinokuniya give very competitive pricing to compete with surrounding competitors like Borders, times, popular etc.

Positioning:

Bases for Building Sustainable Competitive Advantage:

Location

Overseas:

• Japan
• USA
• Thailand
• Taiwan
• Indonesia
• Australia

Singapore:

• Singapore Main Store @ orchard road
• Liang Court Store @ river valley road
• Bugis Junction Store @ victoria street

Althernatively, you can also buy your book at Kinokuniya's online store.

Information System

• Useful Book web Tool at the top right hand corner of the Kinokuniya website where you can seach your favourte book and buy the book online (Up to 500 000 titles)

Advantages:

• No more long wait

Customers do not have to go to the physical store and take a long time to find their books and save the hassle of queueing. You can just order the books online and it will be deliver to you at the next working day.However there will be a minimum fee for the delivery.

• no feight Charge

Customers will get their book in the shorest time possible with most the oversea order delivered by air.

Exclusive Merchandise

The collections are imported form japan and you cannot find them at any part of other stores except from kinokuniya. Japanese magazine/stationary etc

Customer loyalty

As a kinokuniya privilege card 's member, the member is entitled to 10% all year long.

The card is applicable to all Kinokuniya's outlets and online purchase. Members will also be invited to special events and promotion organized by Kinokuniya Singapore and preferrd partner.

Other privilege are like

• 10% off on all Singapore Symphony orchestra's subsciption concery (categories 1-3)
• 10% off on all Singapore Chinese orchestra's regular concert tickets
• 15% off on all Singapre lyric opera's regular concert ticket
• 10% off on all National Book Development Council of Singapore's centre for literary arts and publishing courses.

For more information on the T&C
http://www.kinokuniya.com.sg/card_about.html

Done by: Stacie, Jin Jing, Cynthia & Gerald