「やまや」について語ろう。

ファン創出でリピーター＆＆広報官を獲得！？

先日ちょっとしたエピソードがあり、「やまや」を最大限評価したくなった。そのことについて。（写真は宮城県のもの）

「スピード」と「行動力」「おもてなしの精神」が響いた！

「やまや」を利用するその理由とは？
品揃え？・・・大人の遊園地・テーマパークともいえる和洋酒の品揃え（の豊富さ）と珍しい輸入食材。観て回るだけでワクワクする。
価格も円高時代は相当安かった。（特にウイスキーやブランデー）

しかし一番のリピート理由は「空き瓶の無料回収」。（個人的に）

一升瓶は無料どころか５円で引き取ってくれる。他の雑瓶も宮城県にいた時は色分け（透明、茶色、青色、茶色等）で分別して回収。三重県四日市市の時も快く引き取ってくれていた。
がしかし、昨年から千葉県のとあるお店を利用するようになったのだが、水害の影響からか「実は半年前から雑瓶は引き取らないようになりました」と言われる。→それでもせっかくだからと引き取ってくれていた！
だが年始に行くと一升瓶でさえ店舗で勝ったものじゃないと引き取れないとか、雑瓶はダメですと言われた・・・がベテランのスタッフの方を見ると「いいですよ」と受け入れてくれた。基本感謝しかないのだが・・。
少々疑問に思ったんでＨＰの問合せフォームに質問してみた。
①本社の方針（であれば仕方ない）
②千葉県のそのお店の方針（個々のお店事情、自治体のゴミ分別も違うし仕方ない）
③人によって言い方や枕詞（お店で購入したものしかダメと言うなど）が違う、すんなりOＫというスタッフもいること
・・この点についての確認と「できれば集客促進装置としての空き瓶回収を検討してもらえたら幸いです」という提案と。

なんと！わずか２時間後に店長から電話が。
申し訳なさそうに話されるので、クレームでなくいつも感謝していることと、要望でしたとやり取りしてると「空き瓶回収ＯＫ」とのこと。
これはこれで驚くけど、２時間の中で本部と店長との間、店長とスタッフとの間でいろいろとやり取りがあったことを想像させた。

「やまや」の企業としての「スピード感」、たとえ答えが否であっても、反応の早さは称賛に値する。ちょうどいい企業規模でフットワークが軽いことを思わせる（大メーカーならこの早さはない）
最終的に店長から連絡があるとは思ってなく、そこまでしてくれなくても・・・というくらい恐縮した。
→これは、そのお店・企業への「ファン化」を促進するアティチュード出し、リピーターになるしかないだろう。
民間も行政も「ファン化」でプロモーション！という図式は変わらないが「ファン化」させる「こころに訴求する」一つの手法として参考になる事例だろう。

付加価値、ブランディング・・・目に見えない価値を創造する。
ある日のちょっとしたエピソードだが、こんなことを感じました。

以下、参考（自治体通信より引用含む）
ファン・サポーター・ブースター
「ファン」は「地域に対する誇りや自負心を持ち、地域づくりにいきいきと活動する人」。このファンを増やしていくことが「人口が減っても元気で価値ある地域になる」。

たとえば人口減社会は確定した未来なのでそこで無駄な税金はかけず、人口が１００人→８０人になったとしても、ファンが２０人→３０人になれば、ファン人口（シビックプライドを持つ市民）の占める率が上がる。これが「人口が減っても元気で価値あるまち」をつくる。

ファンが、地域で頑張っている人が増えれば「ここに住もう」に繋がり結果的に人口維持につながるかもしれない。
ファン獲得政策（誘導）が、結果的に自治体間競争を勝ち抜け自治体に明るい未来をもたらせるかもしれない。
ファン化≒シビックプライドの醸成。小手先のイベント（関係人口を増やすだけ）や少子化対策では決して解決できないと考える。

Let's talk about "Yamaya".

Get repeat customers & public relations officers by creating fans! ?

There was a little episode the other day that made me want to give "Yamaya" the highest evaluation possible. About that. (The photo is from Miyagi Prefecture)

"Speed", "power of action" and "spirit of hospitality" resonated!

What is the reason for using "Yamaya"? Assortment? ...A wide selection of Japanese and Western liquors and rare imported ingredients that can be called an amusement park/theme park for adults. I get excited just looking around. The price was also quite low during the period of strong yen. (especially whiskey and brandy)

However, the biggest reason for repeat visits is the free collection of empty bottles. (Personally) One sho bottle is not free, but will be picked up for 5 yen. When I was in Miyagi Prefecture, other miscellaneous bottles were separated and collected by color (transparent, brown, blue, brown, etc.). Even when I was in Yokkaichi City, Mie Prefecture, they kindly took me in. However, since last year I started using a store in Chiba Prefecture, but I was told that ``Actually, they stopped accepting miscellaneous bottles from six months ago,'' probably due to the flood damage. →Even so, they took the opportunity to take me in! However, when I went there at the beginning of the year, I was told that even a one-sho bottle could not be picked up unless it had been won at a store, and that miscellaneous bottles were not allowed...But when I looked at the veteran staff, they said, ``That's fine,'' and accepted it. Ta. Basically, I have nothing but gratitude... I had some doubts, so I asked them via the inquiry form on the website. ① The policy of the head office (it can't be helped if it is) ② The policy of the store in Chiba Prefecture (it can't be helped because the circumstances of each store and the garbage separation of the local government are different) ③ The way people say it There are some staff members who say it's OK (for example, "no"), but there are some staff who just say it's OK...I confirmed this point and suggested, "If possible, I would appreciate it if you could consider collecting empty bottles as a way to attract more customers."

Oh my God! Just two hours later, I received a call from the store manager. He seemed apologetic, so I told him that I was always grateful, not a complaint, and that it was a request, and he said, ``It's OK to collect empty bottles.'' This is surprising, but it made me imagine that there was a lot of interaction between the headquarters and the store manager, and between the store manager and the staff, over the course of two hours.

Yamaya's sense of speed as a company, even if the answer is no, deserves praise for its quick response. It makes me think that the company is just the right size and that they are light on their feet (big manufacturers wouldn't be able to do this quickly).I didn't expect to hear from the store manager in the end, and even if they didn't go that far...I was so disappointed. did. →The only way to do this is to display an attitude that promotes "fandom" of the store/company and to become a repeat customer. Both the private sector and the government promote by “fan-ization”! Although the formula remains the same, this example can serve as a reference as a method of ``appealing to the heart'' to make people ``fans.''

Added value, branding...creating invisible value. It's a small episode one day, but I felt something like this.

The following is a reference (including quotes from local government communications): Fans, Supporters, and Boosters ``Fans'' are ``people who have a sense of pride and pride in their local area and are actively involved in community development.'' Increasing the number of fans will help the area become vibrant and valuable even if the population decreases.

For example, a society with a declining population is a definite future, so we will not waste taxes on it, and even if the population goes from 100 to 80, if the number of fans goes from 20 to 30, the fan population (citizens with civic pride) will increase. The proportion of This will create a vibrant and valuable town even as the population declines.

If the number of fans and people working hard in the area increases, people will want to live here, which may eventually lead to maintaining the population. Policies to acquire fans (guidance) may ultimately help local governments survive competition among local governments and bring a bright future to local governments. Becoming a fan = fostering civic pride. I believe that the issue will never be solved by small-scale events (just increasing the number of people involved) or countermeasures against the declining birthrate.