What we can learn from Japan

April 15, 2021

When I discovered Japan in 1998 during a 3-month internship, I got a real shock: the language barrier, the delicious food, the technology, the traditions… It was love at first sight, although we had to work 7 days a week with my fellow French student, until we complained to our supervisor! I kept traveling for work to Japan, and met more Japanese people the following years. I got to witness a number of interesting features of this culture. I learned a lot from Japan and I think some of these features can inspire anyone in retail in general. Here is what we can learn from Japan:

Attention to detail

Retail is detail: window, light, color mix, temperature, sound, smell, every aspect of the customer experience must be precisely defined and tested. Even more within a luxury retail environment. By the way, luxury goods are much appreciated in Japan, because the utmost attention is paid to every detail of the manufacturing process and the final aspect of the item. In high-end watchmaking for example, Japan is certainly the only market where all the watches are inspected under the microscope before they are sold! Japanese stores are generally impeccable because they have this level of attention to detail.

Rituals

We often talk about a “selling ceremony” to describe the selling process of luxury goods. Japanese love ceremonies! Tea drinking (chadō), calligraphy (shodo), bath (ofuro), flowers arranging (ikebana) and so many others. Everyday practices of self-care and self-awareness have been ingrained into the Japanese culture for centuries. Some of these rituals, like the steam bath, are an important component of the social life. I was surprised to learn that even business meetings could take place in traditional baths. You will find more on Japanese rituals here.

Rituals help mindfulness, and living in the moment with your customers is key, to seize the momentum, to observe an emotion, to find the right timing. On another standpoint showing respect, through rituals, to the artisans and creators who have put their soul and know-how into a piece of jewelry or watchmaking, is something Japanese do very well.

What we can learn from Japan — **Tea drinking (chadō)**

Service

Service is a second nature in Japan. I am always amazed when I am driven by a taxi driver with white gloves. The door usually opens automatically to simplify your exit, and very often the driver opens the door for you. In Japanese department stores, some employees, and even sometimes robots, are busy only saluting guests and thanking them after their purchase. That is the level of politeness you encounter in Japanese cities.

Rarely do I feel such a focus on the customer as I do in Japan. It is always in a very respectful and non-pushy way. It is quite an inspiration in retail.

Teamwork

In Japan the group always comes first. There is strength in the group, as the famous Japanese saying implies: “A single arrow is easily broken, but not ten in a bundle”. Interestingly enough in the Japanese boutiques, the staff generally shares a team bonus on sales, and individual bonuses do not exist as such. Public credit goes to the entire group rather than to an individual.

When I have organized international sales or training competitions, Japanese participants frequently performed well. But their pride was to put the focus on their country or their organization first. Within the team, the more experienced employees are valued and respected, which is also something to think about in our Western cultures.

This state of mind is very cultural. It creates harmony, stability, sense of accountability and a lot of respect among team members.

A single arrow is easily broken, but not ten in a bundle.