Observing from the Customer's Perspective and Articulating Tacit Knowledge

To grasp and stay ahead of ever-changing customer needs, SEJ employs “Team Merchandising” (Team MD). In this approach, product developers at headquarters lead a collaborative effort with manufacturers and vendors to create ideal products focused on quality, safety, and taste.

In marketing research, SEJ reviews sales data, monitors market trends, and listens to feedback from franchisees. In product development, it is considered important not only for each member to visit the stores individually, but also for the team to visit the stores together. "By carefully observing customers' purchasing behaviors and conversations in-store and discussing them within the team, each member's tacit knowledge can be elicited and shared. This forms the foundation of our product development capabilities," says Haishi.

Through this multifaceted approach, SEJ develops a clear understanding of customer values and preferences, allowing them to meet their needs and deliver unexpected delights. Building on that foundation, SEJ merchandisers tackle immediate challenges and guide the team through the product development process.

Becoming a Trend Leader Through Private Label Development

In 2007, SEJ, exploring what it meant to be a convenient and reliable store, launched “SEVEN PREMIUM” amid an aging population, a growing number of women in the workforce, and a rise in single-person households. At the time, private label products were often seen as more affordable but lacking in quality. SEJ, however, focused on offering not just affordability but also satisfying quality, notably including manufacturer names on packaging—an approach that gained significant customer popularity.

Private label development involving Team MD is strengthened by enabling SEJ and other retailers—those closest to customer touchpoints—to take the lead in product development. This approach allows them to pinpoint needs and offer products at the right price and timing. “Even over 15 years since the debut of ‘SEVEN PREMIUM,’ our consumer-first approach to product development remains unchanged. Recently, some of our products have even set trends,” Haishi emphatically states.

Especially in the food sector, there’s a strong focus on creating unprecedented value-driven experiences. SEJ has helped normalize the purchase of items like coffee and smoothies at convenience stores through innovations such as self-serve machines for freshly brewed coffee and smoothies packed with fruits and vegetables—contributing to new lifestyle and health trends. By focusing on ingredients and production methods, SEJ has also introduced popular products like authentically flavored hamburger steaks and uniquely textured, chocolate-coated gummies.

Striving to Develop More Attractive Products Worldwide

Haishi is showing a strong commitment to advancing future product development by strengthening international collaboration, aiming to leverage the benefits of joint raw material procurement and global insight integration through mutual visits between SEJ and 7-Eleven branches in other countries, such as SEI (7-Eleven, Inc. in the United States).

During supply chain visits in Japan, guests spend about three months closely observing development meetings, manufacturing lines, and store displays. They gain a deep understanding of the underlying development philosophies that go beyond surface-level product details. This experience helps them build reverse-engineering skills, such as identifying the necessary infrastructure, processes, and partner collaboration required to create appealing products.

Rather than one-sidedly sharing SEJ’s product development practices, Japan also learns a great deal from overseas 7-Eleven ventures. In 2025, inspired by the U.S., SEJ revamped its product exhibition style, introducing videos to convey merchandising strategies and enabling merchandise manufacturers to communicate their dedication to taste through accompanying product tastings. On-site meetings were held to discuss product displays.

Additionally, in Japan’s Global Gourmet Fair, SEJ integrates the latest culinary trends from various countries and regions starting at the product development stage, aiming to deliver a higher level of authenticity and more exciting menus for customers.

Through such global cooperation and ongoing innovation and improvement, SEJ remains committed to delivering fresh products and value-driven experiences to customers.