Interesting about the concept of 7-11 Japan, SEJ, is the following:
Shops and Stores should not only offer all the products people living next to it need and want but also create a relaxed and comfortable atmosphere for their customers.
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German CopyCats 
#1 von copyjan am Oktober 6, 2010 - 7:02 pm
I agree. If every store did that, we would live in a world where you can get and do everything everywhere. You can leave your child at IKEA’s children world instead of bringing it to the Kindergarten, you can work out at the company you work or buy your convernience 24/7.
#2 von Daniela am Oktober 6, 2010 - 9:09 pm
I totally agree with that and the perhaps most important point is that 7-11 Japan has recognised that relaxed customers stay longer and probably buy more than they originally wanted to. They want to make the customers feel relaxed and comfortable in order that they keep in mind shopping there is connected with good feelings. When customers experience unexpected good situations and feelings they perhaps even tell their friends about that shop and that can lead to more customers without additional advertising.
#3 von Andrea am Oktober 7, 2010 - 11:48 am
I remember one example that shows that if customers feel too relaxed this might lead to the opposite of what the firm wants. There is a café in Prenzl’Berg where you get access to the internet as long as you like to. The outcome seems to be obvious: People stay as long as they like, having ONE coffee and using the free internet.
#4 von Daniela am Oktober 7, 2010 - 11:54 am
Yes you’re right and I think that firms have to be very careful with this kind of benefits they offer their customers. And how would a firm act in such situation? How will they communicate their intention that they want to give benefits but not too much? How would the customers act when they don’t feel welcome to stay a little bit longer anymore?
I remember a situation in a huge mall where I suddenly felt very thirsty and the first thought I got in my mind was to go to „dm“ and have some water for free. Sometimes I buy there anything after drinking water, sometimes not. But I like to go there not only because of the products they sell there but also for their free service like water.
#5 von Andrea am Oktober 7, 2010 - 11:58 am
Me too, I often have a drink at dm with or without buying things..