Whereas most of Seiyu’s competitors heavily rely on short-term but regular price discount promotions to position themselves as low price retailers, Seiyu, once again, decided against conventional wisdom. Instead of, as everyone else was doing, unilaterally deciding what products should go on offer, Seiyu opted to ask its shoppers instead.

TV advertising, Twitter and in-store, amongst other touch points, were cleverly combined to get shoppers to vote for the 100 products they wanted to see discounted. For 3 weeks requests were logged and the 100 most voted-for products were placed on sale. Simple. Just like that. No gymkhana-esque promotions.

Making the brand tangible to shoppers through sageriku has been a total success. And all thanks to ‘just’ 100 products. -Reached over 2,834,000 Twitter followers -42% sales increase on SAGERIKU items -475% increase in sales on certain items -Media exposure valued at over US$2.5m