Shin Kong Mitsukoshi Department Store PROJECT

Shin Kong Mitsukoshi AllDAY Web site

Outline

Long-Standing Department Store Gets a New Look

Starting in 2015, Shin Kong Mitsukoshi (Hsin Yi Place, Taipei) began the complete renovation of its A11 Store (Hsin Yi District) while simultaneously considering the implementation of online communication. They felt that, in order to bring in a new and wider customer base, it would be necessary to not only present store and brand information but to provide art, design and lifestyle news as well.

From new website creation to site management, Loftwork Inc. Taiwan aims to provide long term support by producing O2O (Online to Online) User Flow. We helped to create the brand image through conceptualization, logo creation and content development. We also held workshops in collaboration with Loftwork Inc. Tokyo team members. We brainstormed visual direction and naming with our client members and, with the hope that all customers may have a wonderful time at the A11 store, have decided on "ALLDAY (ALL MOMENTS IN ALLDAY)."

Outline

Support Details
・Conceptualization for new media site, site naming, domain proposal.
・Logo design, web site design, CMS development.
・Content creation (articles), website operation.
・Implementation of a plan by which our client’s editorial team can produce articles.
Approach
・Content planning for a specific target audience, site design, operations policy development.
・Creation of a coherent brand image from conceptualization to logo and web design.
・One year support for photography, article creation and site operation.
Related Services
・Media Site Construction
・CMS Build

Outputs

Website

Process

(1) Main Banner
Displays latest articles.

(2) Clock Widget
The clock widget represents ALLDAY’s global view, displaying the current times in Taiwan, Tokyo and New York.

(3) Pick-Up Articles
– A Day (an interview with in-store events, exhibitions, as an introduction before the event) – An Hour (various brand information) – A Moment (invite travelers from different cities to share stories, echoing with activities, topics in A11 store

A Day

(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

An Hour

(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.

A　Moment

In order to transmit information to a global audience, Chinese and English are written side by side.

Share articles from blogs around the world, topics varying from tourism, to gastronomy, photography, and movies. Each article has a different theme to echo different activities or exhibitions in A11. Compared with previous sections, the priority of this section decreases, and the photos are rendered smaller.

Interview

Using the renovation of the A11 store as an opportunity to remodel online customer communication.

Left: Tim Wong (Loftwork Taiwan co-founder) | right: Elway Sun (Marketing Manager of Shin Kong Mitsukoshi's Taipei Xinyi New Life Square)

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.”

Left: Rohan Hu (Loftwork Taiwan Creative Director) | right: Dora Lin (Marketing Director of Shin Kong Mitsukoshi's Taipei Xinyi New Life Square)

Were there any barriers that Shin Kong Mitsukoshi had to overcome for this project?

Dora（Shin Kong Mitsukoshi）：In many of our previous projects we would easily fall into the trap of thinking that what we want is the same as what our customers want. I think that, much like we did this time, it is important to consider an outside perspective and see whether or not our intuition really matches with the market. Also, it seemed like quite a hard task for us, with such a wide customer base, to narrow down our target audience but in the end I’m very happy with the way the site turned out with a focus on the younger generation. In time, I would love to improve awareness of ALLDAY.”

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.'”