Seven & i Holdings, owner of convenience retail chain 7-Eleven, is experimenting with a new store format in Chiba prefecture, Japan.
The trial is intended to attract a broader consumer base by offering more than twice the number of products typically found in their outlets.
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The new store, nearly double the size of regular 7-Elevens, will need to exceed the average daily sales of Y700,000 ($4,600) for the pilot project to be considered successful.
The larger 7-Eleven store format includes a wider selection of food and household goods, targeting demographics such as women, families and younger consumers.
Seven & i executive officer Keisuke Yamaguchi said: “Our stores are currently not as popular with women, families and younger people. How to balance that is our biggest concern when choosing what items to have in the store.”
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The store’s design also introduces a more stylish signboard and a larger café menu with fresh bakery items.
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By GlobalDataThe trial store in Chiba features 2,000 additional products including groceries, baby items and beauty products. Seven & i unit Ito-Yokado is supporting 7-Eleven in the new trial.
Ito-Yokado, once the flagship of Seven & i, has been eclipsed by the convenience store segment.
The trial may signal a strategic move to revitalise the retailer’s broader offerings.
Seven & i plans to monitor the performance of the new store over a six-month period and open a second larger format store within twelve months if it is successful.
In December 2023, the Japanese retail conglomerate announced the acquisition of the 7-Eleven franchise in Australia for A$1.71bn.
