NTT East and NTT DX Partner are working with Bic Camera to create a video of customers trying out sleep products at the “Bic Sleep Well” sleep specialty corner at Bic Camera’s Shinjuku West Exit Store, which will run until the 20th (Thursday). The video will be combined with beautiful, extraordinary scenery to create a short video that customers can post on social media right away.
Currently, customers can try out NELL mattresses and Umo Kobo futons and pillows.
Hidetoshi Makino of Bic Camera’s product department said, “We sell futons through Ikemoku Kobo, a group company that specializes in bedding, but in recent years, customers’ sleep problems have become more diverse, and it is becoming difficult to solve them with futons alone. In response to customer requests, we sell not only futons, but also sleep-related products such as recovery wear and massage guns, and we wanted to create a one-stop place to introduce them, so in October last year we expanded the sales floor by nearly three times its previous size and set up a special corner.”
By allowing people to try out sleep products, the younger generation in their teens and twenties, who had never stopped by before, have become interested, and the promotion is having an effect.
The younger generation uploads videos they take to TikTok and Instagram, so if they spread, the promotion will have an even greater effect.
Seiji Nishioka of NTT East’s Business Innovation Headquarters said, “We want to work on this as a new form of sleep experience. We have an established system for generating videos, so we would like to collaborate with various businesses to expand our customer base.”
Makino said, “We would like to continue to develop Sleep Tech experience corners in cooperation with NTT East. Bic Camera Shinjuku West Exit is the first store to have a dedicated sleep corner, but we plan to expand it to other stores.”
In terms of sleep products, futons, recovery wear, massage guns, and massage cheer are said to be selling well. There is also a growing demand for sleep measurement using smartwatches and other devices.

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