7-Eleven in Japan is testing a new store in a Tokyo suburb that will have twice the number of products and nearly double the footprint of a standard location, reports The Business Times.
Seven & I Holdings, the parent company of 7-Eleven Japan, said that, for the test to be successful, it must exceed 700,000 yen (almost $5,000) in daily sales.
With its new location, 7-Eleven Japan hopes to draw a larger consumer base by adding more food choices, household goods, and beauty items. The pilot store carries easy-to-prepare groceries, fresh fruit, freshly baked breads, baby products, and makeup not typically carried by the convenience chain, according to the report.
“Our stores are currently not as popular with women, families, and younger people,” Keisuke Yamaguchi, an executive officer of Seven & I, said. “How to balance that is our biggest concern when choosing what items to have in the store.” Full Story