Kinokuniya Case Study

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Kinokuniya was originally a lumber and charcoal dealer in Yotsuya; and after the 1923 Great Kanto earthquake, the business was moved westward to a new location in Shinjuku, where it was refashioned into a book store by former president Moichi Tanabe, opening with a staff of five in January 1927. On the second floor was an art gallery. The building burnt down in May 1945 during an air raid, but reopened in December 1945. Over the next few years, more Kinokuniya shops opened around Japan. Kinokuniya began importing English books in April 1949, and the 1956 opening of its first sales office in Osaka marked the beginning of the company’s nationwide expansion into the academic institutional market. Aside from books and magazines, Kinokuniya merchandise range also includes a selective array of non-book items such as stationery,…show more content…
Behavioural segmentation, whether to buy unique gifts for loved ones or to exchange Christmas presents with one another, Kinokuniya provide customers the best deal they can ever get. In addition, during Christmas sales, customers get about 10% discount for purchasing any item that was sold in Kinokuniya, and 20% for privilege card members. To reward for customers loyalty, members will also be invited to special events and promotion organized by Kinokuniya Singapore and preferred partner. For psychographics, think political leanings, attitudes toward global warming, religious affiliations or non-affiliations, enthusiasms, “clique identification” (skater, punk, and neo-hippie), and love of a parent or not, Kinokuniya provide books related to those for the different types of customers. It also provides music scores for music lovers, language books for language enthusiast, and fossil and gem stones for collectors and even tarot cards for people who has taken an interest in fortune

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