Customer Feedback

How We Use Customer Feedback

Ryohin Keikaku’s Customer Service Center handles the various opinions and requests received every day from customers through stores, phone calls, email and letters. The questions and inquiries received are registered in a dedicated database and swiftly shared with relevant departments in the Company.
Feedback on our products and services received from customers leads to the creation of better products and services through collaboration among various departments, from the Customer Service Center to the merchandising divisions, Production Division, Store Sales Division, and Marketing Division, among others.
Moreover, topics with many inquiries from our customers are added to the FAQ in the inquiry form on our website each month. In this way, we are creating an environment that helps customers quickly find the solutions to problems on their own.

IDEA PARK

IDEA PARK started as a suggestion box in 2009 to incorporate customer feedback in product development and improvement. We have developed new products and improved existing products based on the opinions and requests from customers.
Anyone is free to participate in Ryohin Keikaku’s product creation process. By sharing feedback and ideas through co-creation, we can develop products with new kinds of value.

Sunscreen Gel and Sunscreen Milk created from customer ideas
(Launched in 2025)

Customer Service in Collaboration with Stores

Our Customer Service Center offers support that enables all stores to respond appropriately to inquiries from customers. We provide training for new employees and new store managers to acquire basic knowledge in customer service.
Moreover, when we receive complaints about customer service at our stores, we share the information with the relevant stores and analyze the causes, and the stores themselves come up with improvement measures and take action to prevent recurrence.
In addition, based on the information that we receive from our customers throughout the country, the Customer Service Center verifies whether stores have enough information to respond to these customer inquiries. By providing additional information wherever insufficient, we hope that our stores will become places where customers can feel free to ask about anything.

Online Communications

As a means of communicating with customers, various information is sent out in real time from MUJI stores through the MUJI app, the online store and through social media platforms such as Instagram.
MUJI app is a mobile app based on the concept of “Meet ‘just right.’ Your life partner.” It allows users to regularly view personalized information from MUJI, which they can use in shopping in the online store, making customers think of MUJI as part of their everyday lives. The “MUJI Good Program,” a unique service, is a membership program that enables members to provide “good” to themselves, others and society. They accumulate points that can be used not just in everyday shopping, but also for purposes such as supporting community activities and making donations. Our goal is to provide a service that helps more customers feel closer to their communities while enjoying shopping.
In the MUJI online store, we have enhanced information about products and services to support an enjoyable shopping experience. Examples include a furniture simulation tool, assembly instruction videos, thematic feature pages, notifications and event information from stores and snapshots taken by store staff. We analyze product reviews from online purchases and customer comments and inquiries. We use this feedback to help in product development and resale, make specification improvements and enhance information provision, with the goal of raising the level of customer satisfaction. The results of the analysis are shared with related departments, including the Customer Service Center and merchandising divisions, and by using them to make improvements based on a consumer perspective we are working to ensure that customers will want to continue using the MUJI online store.
In social media, we focus on sending out informative and emotionally engaging information to make MUJI’s products and activities feel more familiar. One of our social media initiatives is recognizing influencers who actively communicate information about MUJI as ambassadors, and promoting co-creative communication, such as having them try pre-launch products. As part of our staff ambassador initiative, we are supporting ambitious employees who post MUJI-related content on social media.

Development of Co-Created Products and Services

Ryohin Keikaku is working on development of products and services co-created with stakeholders based on its philosophy of “public interest and people-centered management.”
Three varieties of Minna de Tsukuru Baum (baumkuchen cakes) that went on sale in February 2025 came from the ideas of MUJI store staff members, and are co-creation products that were voted on by customers. The staff of MUJI stores nationwide proposed ideas for baumkuchen flavors they would like to try, and eight varieties with the theme of “regional food favorites” were selected from approximately 250 ideas. We then asked customers to vote online for which of those eight they would like to try, and the three with the most support were made into commercial products. The total number of votes from customers reached 75,420, and led to the first co-creation product in the Baum series, a line that has been sold at MUJI stores since 2000.