SUMMIT: Making Supermarkets in Japan More Enjoyable

Yuichiro Tsuchihashi

To ensure customers shop with confidence and excitement, SUMMIT employees independently think and act to implement unique initiatives not found in other food supermarkets.

For instance, SUMMIT has introduced inquiry staff dedicated solely to customer interaction, without engaging in stocking tasks, a rare approach in food supermarkets. They assist not only with inquiries about products and layout but also engage in casual conversations, offering truly heartfelt customer service.
Additionally, SUMMIT’s samples corner constantly offers various products for tasting, allowing customers to sample truly recommended items without the obligation to purchase.
Inspired by a TV program, the “First Shopping Experience” is an exciting event where young children try shopping on their own, from finding products to paying and bagging them, earning a certificate upon completion. This project has not only inspired children and families but also brought joy to other customers and employees.
Another popular initiative, “the SUMMIT Cup,” features food and beverage manufacturers creating original dishes and recipes using their products, with winners determined by customer votes. The commitment of each company’s president, appearing in flyers and store posters, creates excitement among customers, partners, and the sales floor.

At the heart of these activities is SUMMIT’s management philosophy of “honest work,” aligning Sumitomo’s 400-year-old business philosophy. By offering transparent dealings to customers, symbiotic relationships to partners, and a fair and safe workplace for employees, SUMMIT consistently advances these initiatives. This culture of innovation at the grassroots level is a key strength of SUMMIT.

Yuichiro Tsuchihashi

“Sustenance of life” extends beyond products to include sources of mental and life energy. SUMMIT strives to be a shop that supports the local community’s spirits and energy by addressing life changes and social issues, confidently pursuing initiatives aligned with the mission of “sharing sustenance of life,” even if they do not directly profit.

For example, as part of the “GO GREEN Challenge Declaration,” SUMMIT addresses five key themes in collaboration not just with employees but also customers, partners, and the local community, in alignment with the SDGs.
The “Mogu Mogu Challenge” is a specific measure to reduce food waste, where customers can exchange collected “Mogu Nii” stickers from products nearing expiration for donations or prizes, aiming for a future with zero food waste. Since December 2019, over 17 million meals’ worth of stickers have been collected.

In collaboration with KOKUBU GROUP, Sumitomo Corporation Group’s drugstore “Tomod’s,” some stores feature a “Health Community Corner (KenComi)” where customers can check their blood pressure, bone health, and skin age, with nutrition advice from Tomod’s registered dietitians, aligning with the theme of “food and health” and attracting not just elderly customers but families with children as well.