Tailing your

It all starts and ends with the target's

behaviour
Tailing Retailers must listen and redesign their retail
concepts around to mesh better with customers’

shoppers:
lifestyles. Tailing takes the practice of retail to where
and how customers live and work.

Roppongi Hills:
comfort and

retailing for Roppongi

convenience
Hills uniquely succeeds

the future
because it foremost serves the needs of
its target, with variety in residences,
shops and restaurants, as well as being
an attractive destination for the rest of
Tokyo.

Residents must walk through the complex

on their way home, the daily commute

Retailing
becomes a daily stroll as residents slow
down to chat with fellow neighbours and
absorb the retail offerings on their way
home.

Not an obligatory

activity Routine Boots: location is Nau: webfront meets

A natural everyday
everything the homefront

experience  Boots is the United Kingdom’s leading A focus on the environment pervaded
pharmacy-led health and beauty retailer. Nau’s retail strategy. The in-store
Boots knows the chain needs to be in the materials were predominantly recyclable,
locations their customers want in order very much in line with their target
to be the retailer of choice for any quick customers’ green lifestyle. Their
errand or emergency need. engagement made customers discuss

E-Tailing With over

capitalizes on
2.600
its
locations,
strength in
Boots
product
their active outdoor pursuits as well as
their daily attempts to live closer to the
Earth, whether driving hybrid cars or
assortment, friendly service, fast queues
riding bikes to work or increasingly eating
and strategically placed locations. Boots’
In-store vs At home or using natural and organic household
success derives from their objective to
products.
be omnipresent in their customers’ lives.
Customers appreciate the ease,

convenience and privacy of being able

to shop online. Every business can now

attract customers from all corners of the

globe despite not having established an

actual storefront.