To build lasting relations between the brand and the users, we developed a concept coined 'Serendipity experience', which offers unexpected encounters to the users. Based on this concept, we created a core content named ”.clock”(dotclock), which enables audiences to meet people with similar preferences and curiosities. We then held PR events to attract a wide array of curious people and offered ”.clock” blog parts, set digital signage at the store and used twitter to enable more people to access “.clock”.

As a result, we had 10,950 visitors, which surpassed our original target. The effect of the promotion, converted into advertising costs, was 63 million yen.One of the keys to success was that we prepared for the grand opening by announcing events and updates on our new website. For users, unexpected encounters came as a pleasant surprise, inducing word-of-mouth communication as well as their eagerness to continuously spread the news about their curiosities.

We believe that the formation of strong bonds with our users will be a strong attraction to continuously bring users to the store after the grand opening.