Convenience ensued from proximity: a new analysis framework for Japanese distribution system[Quand la proximité crée la convenience : une grille de lecture du système de distribution japonais]

Research on proximity has been evolving deeply in the past twenty years. Recently, a new interest in proximity-oriented retailing concepts appeared in France from both researchers and big retailers. This interest ensued from a large scale general merchandising stores crisis and the consumers' tendency to return to more local stores. Big retailers tend to develop new city stores. Representing a widely spread concept of city centre small stores in numerous countries, convenience stores (CVS) are source of inspiration. In their most innovative forms like the ones in Japan (CVSJ), the CVSs use at the most the potential created by their to consumers but also to their distribution channel members. They propose a distinctive offer to consumers (service-oriented offer) and an original supply chains' organization. The CVSJs are analysed through both proximity and convenience literature and more especially Bergadaa and Del Bucchia (2009) framework on proximity's' dimensions. CVSJ's concept obtains its originality and efficiency in the Japanese context thanks to a combination of tools, organizational choices and general man­agement principles that each participates to intensify different dimensions of proximity. To conclude, CVSJs' transferability to France will induce a lot of questions, especially when the Japanese system relies on the strength and the role of wholesalers.