'CHOOSEBASE: The Future of Retail, Driven by People and Department Stores'
Case

'CHOOSEBASE: The Future of Retail, Driven by People and Department Stores'

•Takafumi Endo

Sogo & Seibu and ROUTE06 (ROUTE06) jointly issued a press release on the development of OMO store recently. ROUTE06 opened "CHOOSEBASE SHIBUYA" today 9/2(Thu) at the Seibu Shibuya store, and will be selling a variety of products including AWL and partners including AWL, hey(stores), and Logikura to provide OMO (Online Merges with Offline) system and services.

CHOOSEBASE SHIBUYA is a media-style OMO store that proposes a next-generation store where customers can "encountering meaning and buying will". The store's editorial theme changes every six months, and the inaugural theme was "TIMELIMIT. More than 50 brands (beauty, fashion, food, etc.) that are committed to sustainability are participating in the store.

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