Shin Kong Mitsukoshi AllDAY Web site

(4) Various exhibitions and activities are held in the A11 store. Through interviews with the exhibition curators and artists, we present content that will increase the user’s sense of

(5) Placement of Product Information in the Side Column
(6) In order to strengthen the relationship between the A11 store and its brand, we have prepared contents that will provide a background story for the brand. We communicate the brand not by its direct promotion, but rather from the view of shortening the distance between user and brand through the sharing of pictures, history and untold stories about the brand.

What kind of thought went into the creation of ALLDAY?

Elway（Shin Kong Mitsukoshi）：「”For department stores, websites used to simply be a place to release one-sided information but, along with a change in the times, they have come to be thought of as a new communication tool as well.

When it came time to perform a complete renovation of the A11 store we also wanted to rethink our position online and that’s when we happened to meet Loftwork Inc. We sometimes have the bad habit of assuming that our brand will do well with a certain customer base.

What’s different about ALLDAY is that, through the use of blogs and interviews which we didn’t previously incorporate, we can now constantly approach our customer base from the viewpoint of the user. Looking at things through the long term, I think we can convey what we really want to say.”

The creation of the website proceeded hand in hand with the store renovation. How was the response post-release? Also, please tell us about any future prospects.

Dora：”The renovation of the A11 store began prior to the creation of the website and the site construction being influenced by the renovation plans was a difficult point. However, since we had to release the website at the same time as the renovation was completed, it was important to be in frequent contact with Loftwork Inc. It was a completely new experience for us as a veteran department store and we received a variety of responses post-release but, both within the company and with our customers, it has been applauded as a completely new form of communication. We are also very happy with how intuitively beautiful the finished product is on a design level.”

Elway：”We always remind our own team that it’s something to ‘PLAY’, and to play well, but how to make customers play with you together, it is something we have been exploring. In addition to getting recognition, we hope that the goal of our content creation is how customers will participate over the next 2-3 months, and Call for action; ideally when 100,000 people came to A11, they would think ‘this is for me.'”