Thinking Unlimited. Writing my Broadway play.(Grit & Glamor: Epi.9)

Sometimes limitations are born out of one’s previous experiences. Let’s make demands that shape our future for the better.

Previously:

The moment I transformed from my past self to my future self, my perspective and actions changed. At the Shibuya store’s sale, we implemented a new strategy by prioritizing newsletter subscribers before sending out direct mail (DM). We created impactful DMs with handwritten messages. Collaborating with the staff, we completed 1,000 DMs, leading to a successful sale exclusive to newsletter subscribers. We collected customers’ email addresses, converting DM recipients into newsletter subscribers and eventually VIPs, executing a forward-looking strategy.

For the general sale, we brainstormed with the staff and decided to use handmade T-shirts for the window display. With help from my sister, who studied art, we painted “SALE” on tank tops, which were well-received by the staff. The display was completed, and on the first day of the sale, even the VMD staff wore the T-shirts. The idea was a hit with customers, and I experienced the success of my creative ideas in the apparel industry.

4.3 BLOG Launch

The strong sales from the first day of the sale continued. Perhaps the newsletters and website updates along the way were effective. In the first week of July, during the store managers’ meeting, the sales target for the Shibuya store was revised upwards.

My planner entry for July 4, 2004, notes, “Sold 2 million yen, but feel dead tired.” In addition to working in the store, I was updating the website from home, resulting in only four hours of sleep each day.

Seeing my condition, Ms.I asked, “Can’t you update the website at the store?” I replied, “I can’t update the website without a computer with Home Page Builder installed. But, maybe I can do it with a blog!” This conversation led me to consider starting a blog, which Mr.U had taught me about back in April.

On my day off on July 5, I worked on setting up a blog. I had forgotten the ID for the Jugem Blog I previously obtained, so I created a new account on Rakuten Blog. Although I was still uncertain about the potential of Rakuten Blog, I decided to start anyway. As a result, the first post ended up being a simple diary-like entry.

…….

July 5, 2004
Reconnaissance and Shopping in Shinjuku
Finished four consecutive days of the SALE and, finally a day off. Slept until 3 PM and wandered around Shinjuku while visiting shops. Tried to put myself in the customers’ shoes, but, as expected, non-sale items are not attractive. How can we still sell them? Last year, I bought a pair of sandals I really liked, and I ended up buying the same pair again since they were being sold at a 50% discount due to being from last year. Our store’s imported items have a higher discount rate compared to some department stores. Items selected from the same brand are not necessarily the same. After that, I had a stuffed cabbage set meal at a Western-style restaurant called Akashiya. At night, I polished my sandals and watched “Ainori”. Always so touching, it makes me cry…

…….

Looking back from2024, there are so many things to criticize. There wasn’t a shred of writing skill. How about the next day?
…….

July 6, 2004
Product-dyed Work Pants Have Arrived
All sizes of product-dyed work pants are back in stock! Sold 38 pairs of work pants today. They are truly comfortable pants. Tomorrow, I have a business trip to Kobe.

…….

Late at night, my face illuminated by the bluish-white glow of the computer screen, I stared at the monitor. Updating every day is hard work, but I was starting to feel some progress. Since it was the store’s blog, I asked staff member Ms.I to write an article on my day off. Reading her article, I was astonished. The flow of the text, the choice of words, everything was much better than mine. “So this is how it should be written.” It was a moment of new learning.

However, despite this diligent effort, I couldn’t achieve my vision. At that time, Rakuten Blog did not have a photo upload function. Without pictures, it was just a bulletin board. Therefore, I couldn’t abandon the website, even though my boss had suggested I should.

One day, I came across a blog post with pictures. Driven by curiosity, I sent a message to the blogger from Kyushu. A few hours later, I received the long-awaited reply. The blogger used a photo album on the website of a film manufacturer. Following the instructions, I tried it out, and indeed, the HTML tag was generated, allowing me to embed photos in the blog. “Yes!” I shouted in excitement. It took six weeks, but we could finally add photos to our blog.

This marked a new phase in our information dissemination strategy. The homepage, blog, and newsletter. We started a platform to use every possible means to fully convey the charm of the Shibuya store to our customers!

4.4 A 100,000 Yen Window Display

The Shibuya store’s window display had been described as “like a school play.” Taking advantage of the summer sale, we decided to invest significantly in the display. From the question, “If you were a store manager with a monthly salary of 1 million yen, what would you do?” came the answer: invest in the window display.

I remembered the florist who had come to the Ginza store. Summoning my courage, I contacted the florist. The quoted price was 100,000 yen, which was far beyond my salary. After some deliberation, I decided to submit a formal request to the company. I thought, “If it gets approved, great. If we’re aiming to sell 50 million yen, a 100,000 yen investment is a bargain.”

To my delight, the approval came through. Additionally, the 10,000 yen receipt for the previously purchased Home Page Builder was also approved as an expense without any issues.

This experience made me realize the extent of my authority as a store manager. I strongly felt that there is a world of difference between managers who utilize their authority and those who just complain and give up.

In the sweltering heat of Shibuya, our store’s window transformed into a refreshing scene.

The display, themed “Summer Retreat,” caught the eyes of passersby. At the center were handmade tank tops labeled “SALE” and the featured relaxed-fit sale item, the work pants. This simple yet sophisticated coordination evoked a summer vacation vibe.

Surrounding these items was the professional touch of the florist. Two large vases over a meter tall stood proudly. Inside the clear glass, cool water shimmered in the light.

Even more striking was the presence of real trees. Their presence gave the illusion of being in a forest. The way the branches and leaves swayed in the wind brought a refreshing sense of being in a summer retreat. It was like a small, secluded world, cut off from the hustle and bustle of the city. Even in the scorching heat of Shibuya, one could feel a moment of coolness. This magical window display was now complete.

On the last day of July, we were just 800,000 yen short of breaking 40 million yen in sales. The long sale period ended, and the results were about to be revealed.

I couldn’t help but voice my excitement. Our July sales had exceeded 40 million yen! Amazing! It felt like the result of not just my efforts, but the combined efforts of many. The product lineup this season was indeed attractive. However, if we hadn’t taken any action, we would likely have been satisfied with around 35 million yen.

Improving the window display, launching the blog, and distributing newsletters… “Everyone, you did a great job!” At that moment, I truly felt the fruits of our daily efforts. But to reach our ultimate goal, we still needed another 10 million yen!