How Should Companies Capture Consumers' Hearts in 2017? ~From "Consumer Trends 2017"~

DENTSU SOKEN INC. annually releases its year-end rankings of hit products, "Trending and Noteworthy Products," and insights into future consumption trends, "Consumer Trends." For 2016, it announced that the year saw an acceleration of "Content Styling Consumption." This article introduces what Content Styling Consumption is and, based on that, proposes what kind of product and service development companies should pursue going forward.

1. What is "Content Styling Consumption"?

In the past, consumers accepted products and services provided by companies as they were, including how to use and enjoy them. However, with the development of SNS, consumers began connecting with each other and sharing information. As a result, today's consumers use products and services with free thinking, discovering new ways to enjoy them. Alongside this, they also began sharing the enjoyment they discovered themselves via SNS. In response, companies have become more flexible in evolving their products and services to meet consumer demands. Consequently, products and services have transformed into "content" that continuously evolves in response to consumer needs. Consumers now freely utilize products and services, "styling" them into forms that suit themselves. DENTSU SOKEN INC. has named this phenomenon, where consumers freely combine products and services in ways that suit them, discovering new ways to enjoy them, 'Content Styling Consumption.' 2016 was the year 'Content Styling Consumption' spread, marking a year of mutual evolution between companies and consumers.

As an example of this content styling consumption trend, consider Nissin Foods' "10-Minute Donbei." When comedian Makita Sports introduced the widely discussed claim that "Nissin's Donbei tastes even better after waiting 10 minutes," Nissin Foods responded by officially acknowledging it on their website, stating, "We didn't know that."

Immediately after the website announcement, tweet volume skyrocketed. Within days, Donbei sold out at stores, driving massive sales growth and achieving significant success.

Another example is the stylish "BRUNO Compact Hot Plate." It gained traction in homemaking magazines around last year, and many may have seen it. Its website suggests diverse uses, like making ajillo with the takoyaki plate or creating cake pops. Its design is inherently very photogenic on the dining table, making it a product often featured by housewives on Instagram and similar platforms. By introducing these various uses, even more diverse applications are spreading online. These two cases are excellent examples of consumers "styling" products and services to suit themselves, while companies also understand this well and incorporate it into their communication activities.

2. How should companies capture consumers' hearts?

So, in 2017, what kind of product and service development should companies pursue to capture consumers' hearts? This time, we introduce three approaches.

[Proposal 1] Focus on the Details
~Put your energy into the details~

[Proposal 2] Have a Compelling Story
~Speak with a clear purpose about why you created it~

[Proposal 3] Offer Personalized Experiences
~It's precisely because it's uniquely yours that you develop affection for it~

Let's break down each one step by step.

【Proposal 1】

 Because it's the details, we focus on them ~ It's precisely in the details where we put our effort ~

In today's world where products and services have diversified, making differentiation difficult, paying attention to detail has become a major strength.

The long-running hit film "In This Corner of the World" meticulously researched period materials and consulted those who lived through the era, resulting in an intensely detailed and thoroughly crafted production. Not only did it resonate with regular anime fans, but many who knew Kure during that time remarked, "It feels just like Kure back then." These reactions, combined with the film's quality, became major talking points and contributed to its success.

© Fumiyo Kono, Futabasha / "In This Corner of the World" Production Committee

Furthermore, following JR Kyushu's "Seven Stars in Kyushu" which has been operating for several years, JR East Japan will launch the "TRAIN SUITE Shikishima" and JR West Japan will launch the "TWILIGHT EXPRESS Mizukaze" cruise trains this spring. These trains, too, have generated buzz for their meticulously crafted design and presentation—from the rolling stock itself to the cuisine and furnishings—inspiring a desire among many to experience them, even at a premium price. Thus, focusing on detail is crucial not only to provide high satisfaction to passengers but also to encourage them to talk about the experience and spread the word.

[Proposal 2]

 Possess a Persuasive Story ~ Clearly Communicate Your Purpose: Why You Created It ~

The story behind why a product or service was developed and where the focus was placed is becoming increasingly important for the product itself. For example, the "BALMUDA The Toaster," which became a huge hit by proclaiming itself "a toaster that delivers the ultimate aroma and texture," features a very long development story told in the CEO's own words, Gen Terao, when you open its homepage.

BALMUDA The Toaster

Additionally, the "Neko Chigura" basket, a long-popular traditional craft from Sekikawa Village in Niigata Prefecture, is featured. The story behind why this product was created and why it takes time to deliver is carefully explained. As these examples show, the stories surrounding products are vital in connecting consumers with the makers.

[Proposal 3]

 Tailored to Each Individual ~ Precisely Because It's Yours Alone, You Grow Fond of It ~

Numerous examples demonstrate that allowing consumers to thoroughly customize select aspects significantly boosts satisfaction. Traditional custom orders and custom-made items have become more accessible and user-friendly with the proliferation of internet technology. For instance, UNIQLO sells shirts and jackets online that offer a "semi-custom feel." These products provide full size ranges for sleeve length, neck size, body length, and body width, allowing customers to freely customize their selection. While only a company like UNIQLO could offer such an extensive lineup, the fashion and apparel industry is increasingly focusing on providing consumers with more choices.

Knot, a domestic watch manufacturer, allows customers to choose the watch body and strap separately from a wide variety, offering over 7,000 possible combinations. Of course, you can also change just the strap later to enjoy a different look. Presenting such free combinations to offer a broad range of choices is also leading to success.

The "content styling" consumption introduced here represents the future of consumption, transforming the relationship between companies and consumers into a more interactive one. By hitting the right notes that make consumers want to touch and try products, goods and services become topics of conversation, sparking excitement in society. We hope these perspectives will connect to the development of products and services that create new consumption movements, energizing the world ahead.