If you think convenience store goods are limited to cup noodles and oily fried chicken, you're in for a surprise. In Natural Lawson, there's freshly baked bread, a whole wall devoted to fruits and vegetables, and in some branches, even a cafe. Lining the shelves are natural cosmetics, organic seasonings and sauces, and even organic laundry powder--which are all found beside the usual chips and chocolates found in run of the mill convenience stores.
Natural Lawson is in fact a brand extension of one of the most prominent convenience store chains in Japan called Lawson.With the boom in convenience stores (konbini in Japanese), the company has taken on the branding adage "differentiate or die." It seems to have worked in this case.
0 Comments
Add Comment