Business · Companies · 17 hrs ago
Japan’s major convenience chains expand in-store digital advertising
Japan’s three major convenience store chains are expanding digital screens in stores to encourage purchases and bring in advertising revenue.
They are doing this as growth in customer numbers remains sluggish.
FamilyMart had screens in about 12,000 stores by September and aims to increase its signage revenue.
Seven-Eleven Japan plans to expand from about 3,700 stores to around 8,700 during the business year ending February 2027.
Lawson currently has screens in about 100 stores and plans to reach 3,000 by summer 2027, while also showing disaster prevention information and entertainment.
Many ads promote outside products and services: about 80 percent of FamilyMart’s ad placements between the fiscal years ended February 2024 and February 2026 were for companies and local governments whose offerings are not sold in its stores.
The chains are betting that screens can support sales and create a new revenue stream as they use advertising and other content in their stores.
Japan’s three major convenience store chains are expanding digital signage to attract purchases and earn advertising revenue as customer numbers grow slowly.
FamilyMart had installed screens at about 12,000 stores by September, after fully launching its advertising business in 2021.
Seven-Eleven Japan had signage in roughly 3,700 stores and plans to expand to around 8,700 during the business year ending February 2027.
Lawson operated signage at about 100 stores and plans to expand to 3,000 by summer 2027.
The chains are also using the screens for advertising from outside businesses, targeted promotions, disaster-prevention information and entertainment.
- Who
- Japan’s three major convenience store chains: FamilyMart, Seven-Eleven Japan and Lawson.
- What
- They are expanding in-store digital signage for advertising and other content.
- When
- FamilyMart fully launched its business in 2021; the reported store counts were current as of September. Seven-Eleven and Lawson have expansion targets for 2027.
- Where
- Convenience stores in Japan.
- Why
- To spur purchases and generate advertising revenue amid sluggish growth in customer numbers.
This story does not have two clearly opposing sides.
FamilyMart fully launched its digital signage business.
FamilyMart had installed screens at about 12,000 stores.
Seven-Eleven Japan aims to expand signage to around 8,700 outlets.
Lawson plans to expand its signage rollout to 3,000 stores.
FamilyMart aims to raise digital signage revenue to 1.6 times the level in the year ending February 2027.
- FamilyMart screens
- About 12,000 stores by September
- FamilyMart launch
- 2021
- FamilyMart revenue goal
- 1.6 times the level in the year ending February 2027, by the year ending February 2029
- Seven-Eleven signage
- Roughly 3,700 stores; target of around 8,700 during the business year ending February 2027
- Lawson signage
- About 100 stores; target of 3,000 by summer 2027
What people are saying
Our goal is to raise digital signage revenue in the business year ending February 2029 to 1.6 times the level in the year ending February 2027.