A few years ago I found some slideshows that were given by JR East officials to American audiences circa 2010
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"1st: develop surplus spaces in stations on a small scale"
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"2nd: create new commercial space by relocating facilities"
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"3rd: redesign to improve both rail functions and commercial functions"
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"4th: redevelop station areas by matching projects w public works that reinforce city functions"
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The Station Renaissance Program views stations as JR East's largest business resource, used by 17 million people every day
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With this in mind, improvement of stations is seen as a matter of customer service which *also* creates business and boosts profit
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Major themes: attractive space, attractive shops, attractive products
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Attractive space = overall design, emphasis on lighting, seasonal decorations and enhancements
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Attractive outlets = some high-profile tenants, some leases for monthly or even weekly tenants
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Attractive products = visibility and appeal, small size with high quality, original/creative packaging
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To integrate retail development with rail service further, many retail establishments accept payment using the same IC card used for fares
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"We need to convert stations from places of transit to places where people gather"
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"The most important point in station development is making the station attractive for those who use it"
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"We need to grasp ways of consistently attracting our customers' interest"
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End of conversation
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