Japan's biggest electric maker Lotte announces the opening of a real coffee shop

Absrtact: Rakuten: Founded in February 1997, Japan Lotte International market belongs to Japan Lotte Co., Ltd., is a collection of more than 40,000 Japanese businessmen E-commerce platform. Japan Lotte International market, including nearly 10,000 stores, to provide direct Japanese overseas services

Rakuten: Founded in February 1997, Japan Lotte International market belongs to Japan Lotte Co., Ltd., is a collection of more than 40,000 Japanese businessmen E-commerce platform. Japan Rakuten international market, including nearly 10,000 stores, providing direct Japanese overseas services, some shops are now accepted by UnionPay and Alipay pay. Now the appliance giant has announced the opening of a physical coffee shop.

Rakuten's choice of luminous appearance and trademarks makes it noticeable at night among many of the competing businesses in Shibuya. The second coffee shop will be scheduled to open next year at the second son Tamagawa 烏丸御池駅, near Tokyo.

Lotte Coffee Shop Overview:

Address: 1f/2f/3f, MA Maison Shibuya-koen-dori Building, Tokyo Shibuya

Opening hours: 11:00-23:00 (seven days a week)

Business Area: 330 sqm (approx. 3230 sq ft)

Seating Capacity: 85

Ahead of many online retailers, Japan's electric giant Rakuten has recently begun dabbling in physical commerce. The company chose to open a coffee shop as the first physical store, rather than open a street shop. The café, which is located in the downtown Shibuya area of Tokyo's popular night spots and trendy neighborhoods, occupies three floors. Rather than Rakuten's experimentation with physical retailing, it is more biased towards brand applications.

The café is completely covered by Rakuten's merchandise: from food and beverages to Rakuten's promotional services. What looks like a typical coffee shop menu is actually the Rakuten's online mall, the best-selling product in the Rakuten market, and the store's E-reader was the Canadian brand Kobo, acquired by Rakuten as a global expansion plan in 2011.

A consultant was set up on-site to provide information and answer questions in order to increase the awareness of Rakuten's growing investment business, including banking, insurance and tourism. Rakuten's financial services are also being upgraded by the coffee shop's payment policy. When customers use Lotte Credit card to pay, you can enjoy tea and coffee half-price concession. It also supports the smartpay of Rakuten Edy Card and Rakuten mobile payment system based on credit card business. Any orders paid with Rakuten's business can enjoy loyalty points.

Bridging the gap between networks and entities

Lotte Coffee Shop represents the first step across the network and the physical divide. Rakuten's decision to open a coffee shop rather than a traditional shopping mall reflects the company's stronger social policy.

Its current operation, as a marketing tool, has raised the awareness of Rakuten's business and benefited businesses on the coffee shop menu on the Lotte Online mall. Looking to the future, Lotte can further use the concept of coffee shop to achieve more integrated multi-channel marketing: including new products and services show (first try to buy), Wikimedia video streaming platform, but also as a collection of online orders service points.

Lotte Coffee Shop offers free Kobo e-readers to encourage consumers to try out.

Designed by renowned designer Soto (Kashiwa Sato), Lotte Coffee Shop blends modern and traditional Japanese aesthetics.