Sometimes, even though the heart may say ¡°shop till you drop,¡± the body doth protest. Though many shops still have a ¡°no food or drink¡± rule, there are a growing number in Tokyo that offer high-quality coffee alongside curated retail products, so you can keep your shopping energy up while enjoying some of Tokyo¡¯s best coffee.
And, if you think these coffee stands are just gimmicks ¡ª like tacky Instagram walls ¡ª to attract surface-level customer attention, think again.
According to a 2013 market research survey conducted by consulting firm Accenture, 82 percent of millennial consumers (defined as those born between 1980 and 2000) prefer shopping in brick-and-mortar stores as compared to online stores, provided the shopping experience is a positive one. And, according to a 2017 Forbes article, placing a cafe or coffee shop inside a retail space fosters a culture of ¡°coffee shopping¡± that de-emphasizes merchandise and prioritizes the overall shopping experience.
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