Exploring the Appeal of Convenience Store Point Collection Systems Through the Evaluation Grid Method

This research explores the factors contributing to the appeal of point collection activities in supermarkets and convenience stores. The study utilizes a systematic approach, including point accumulator definition, interview explanation, interviews, Evaluation Grid Method (EGM) compilation, and the creation of a hierarchical diagram illustrating point collection preferences. The EGM process begins by identifying original evaluation items and comparing product characteristics pairwise to understand their unique features. Subsequently, upper-level and lower-level concepts are identified, leading to the generation of individual models and tables for various tiers of point accumulators. In addition, interviews with five point accumulators focus on their preferences for point redemption products offered by major convenience store chains. These interviews aim to uncover the true appeal of point collection activities. To assess the importance of attributes in determining the attractiveness of point collection, we hold a questionnaire survey and analyze them using Hayashi’s Quantitative Theory Type Ι. A total of 131 participants (65 males, 66 females, aged 19–40) were surveyed. Subsequently, we delved into the discussion of the five major factors related to point collection. The KJ method is employed to summarize the five key attractive factors of point redemption activities: “Sense of gain,” “Earn the feeling,” “Pleasure,” “Healing feeling,” and “Superiority.” Notably, the sensation of receiving more value than expected emerges as a central theme, encompassing factors such as practicality and product versatility. This research enhances our understanding of the various elements that make point collection activities appealing to consumers. It sheds light on the significance of perceived value in these activities and how practicality and product versatility contribute to this perception. The findings offer valuable insights for marketing strategies in the retail industry.