SEIYU’s key strategy is “EDLP(Every Day Low Price)” and its strategy is running in a company-wide basis. So they cannot just do a bargain sale and reduce the price for certain products. Therefore we focused on a promotion method that keeps a distance from the traditional bargain-sale promotion. We came up the idea to appeal "SEIYU = Low price" using "Yasu" to interact with residents in a more enjoyable manner.

Even though opening up a new store was a local topic, it got over 150 media coverage so the store became popular in that area. On top of that, we were able to imprint "SEIYU = Low price" to resident’s mind successfully. On the opening day, there was a huge line and it took more than an hour to enter. SEIYU is aiming for 135% of sales despite of competing in the battleground state of supermarket where a daily price battle occurs.