Shift from price-based appeal to “delight and peace of mind”
First written in FY2016. 11 of 15 entries say "Restated". Latest entry: FY2026.
16 other companies' latest entry also says "Restated".
- FY2026RestatedAnnual report
「We believe it is important to shift the focus of the value obtained from our products from “low prices” to “excitement and reassurance.”」
The company continues to pursue as its basic policy the positioning of excitement and reassurance as product value beyond price alone. - FY2024RestatedAnnual report
「We believe it is important to shift the focus of the value obtained from our products from “low prices” to “excitement and reassurance.”」
The company continues to pursue as its basic policy the positioning of excitement and reassurance as product value beyond price alone. - FY2023RestatedAnnual report
「A sales model focused solely on low prices has already reached its limits, and differentiation beyond price and product range is required. As a specialty retailer, we believe it is important to shift the focus of the value customers obtain from our products from “low prices” to “excitement and reassurance” in order to earn the trust and support of more customers.」
The company continues to maintain as its basic policy the positioning of excitement and reassurance at the core of product value as a means of differentiating beyond price alone. - FY2022RestatedAnnual report
「A sales model focused solely on low prices has already reached its limits, and differentiation beyond price and product range is required. As a specialty retailer, we believe it is important to shift the focus of the value customers obtain from our products from “low prices” to “excitement and reassurance” in order to earn the trust and support of more customers.」
The company continues to maintain as its basic policy the positioning of excitement and reassurance at the core of product value as a means of differentiating beyond price alone. - FY2022-Q1RestatedAnnual report
「In the PC business, we promoted the procurement and sale of high-performance, low-priced PCs. As a result, revenue and unit sales declined from the previous fiscal year, but the profit margin improved.」
While advocating a shift toward excitement and reassurance, the company continues to promote high-performance, low-priced PCs as the core of its sales strategy. - FY2021RestatedAnnual report
「With PCs now widely used in ordinary households and the market in a saturated state, a sales model focused solely on low prices has already reached its limits, and differentiation beyond price and product range is required. As a specialty retailer, we believe it is important to shift the focus of the value customers obtain from our products from “low prices” to “excitement and reassurance” in order to earn the trust and support of more customers.」
The company continues to clearly state the shift from price-led selling to excitement and reassurance as both a basic policy and a differentiation policy. - FY2020RestatedAnnual report
「Differentiation beyond price and product range is required. As a specialty retailer, we believe it is important to shift the focus of the value customers obtain from our products from “low prices” to “excitement and reassurance” in order to earn the trust and support of more customers.」
The company continues to clearly state its policy of emphasizing excitement and reassurance as value beyond price. At the same time, its performance discussion also continues to promote low prices. - FY2020-Q3RestatedAnnual report
「In the PC business, amid rising replacement demand following the end of Windows 7 support, we have made PC sales our highest priority and strengthened our thorough customer-service efforts. In addition to promoting absolute low prices, we have successfully increased sales by differentiating ourselves from competing stores through a broad product range and customer service provided by sales staff with extensive product knowledge.」
The company continues to explicitly identify absolute low prices as a differentiating factor alongside its broad product range and customer service. - FY2020-Q2Explicitly highlighting absolute low prices alongside customer service and product rangeAnnual report
「In addition to promoting absolute low prices, we have successfully increased sales by differentiating ourselves from competing stores through a broad product range and customer service provided by sales staff with extensive product knowledge.」
While advocating a policy of shifting from price-led selling to excitement and reassurance, the company continues to explicitly identify “absolute low prices” this quarter as a differentiating factor alongside customer service and product range. - FY2020-Q1RestatedAnnual report
「Against this backdrop, in the PC business we have sought to strengthen sales by expanding our product range and reinforcing our thorough low-price strategy so that we can meet a wide range of customer needs.」
The policy of strengthening the “thorough low-price strategy” to boost sales continues to be stated. - FY2019Putting the price-led selling concept front and centerAnnual report
「By communicating the concepts “If you’re buying a PC, buy it at ZOA” and “ZOA’s PCs are inexpensive” to customers through various promotional methods, including television commercials, newspaper inserts, word of mouth and social media, the company has increased visitor numbers, driving higher revenue.」
While advocating a policy of shifting product value toward excitement and reassurance, the company prominently features “inexpensive” as an explicit concept in sales and promotion. - FY2019-Q2Using price-led selling as an additional promotional keywordAnnual report
「We have promoted efforts to attract customers by focusing on providing higher-performance PCs at lower prices than competing stores, using “inexpensive PCs” as a keyword.」
While the policy centered on excitement and reassurance continues, the company also uses price-led selling in its customer-acquisition initiatives, explicitly featuring “inexpensive” as a keyword. - FY2018RestatedAnnual report
「As household PC penetration continues to increase, it is difficult to expect further growth from a uniform sales approach focused solely on low prices. We therefore believe it is essential to shift the focus of the value offered by the products we sell from “low prices” to “excitement and reassurance.”」
The company continues to clearly state in its business description its policy of shifting from price-led selling to excitement and reassurance. - FY2017RestatedAnnual report
「As household PC penetration continues to increase, it is difficult to expect further growth from a uniform sales approach focused solely on low prices. We therefore believe it is essential to shift the focus of the value offered by the products we sell from “low prices” to “excitement and reassurance.”」
The policy of shifting from price-led selling to excitement and reassurance continues to be clearly stated in the business description. - FY2016First statedAnnual report
「As household PC penetration continues to increase, it is difficult to expect further growth from a uniform sales approach focused solely on low prices. We therefore believe it is essential to shift the focus of the value offered by the products we sell from “low prices” to “excitement and reassurance.”」
The company’s policy is to position excitement and reassurance, rather than price alone, at the core of product value.