Shaping the future of Japan's distribution industry through digital transformation
Shaping the Future of Retail through Digital Transformation.
My mission is to help the Japanese distribution industry, which is currently experiencing a wave of digital transformation,
Our goal is to help leaders understand and use the latest digital tools through hands-on experience.
As a DX coordinator, I will be involved in the utilization of AI and seamless customer experiences.
We help you leverage all the innovations available to meet changing market needs.
Amane Hirabayashi / Shu Hirabayashi
Global Digital Visionary / Digital Marketing Specialist / DX Consultant
Segment of One & Only Inc. / CDO
He has been studying American digital marketing for many years and is currently active as a global digital visionary. With 30 years of experience in the field of digital marketing, he is researching the latest digital strategies and retail transformation in the American market. He has accompanied various American retail observation seminars and served as a lecturer on digital transformation.
He provides Japanese companies with information on cutting-edge DX trends and practical examples from the US. Through YouTube and note, he disseminates information to spread awareness of the importance of store DX in Japan, and as a retail DX consultant, he is passionate about supporting companies in achieving sustainable growth through digitalization.
Author/Writing Activities
Past performance/portfolio
September 2025 Dallas visit
We conducted a tour of Dallas to explore the fusion of cutting-edge retail and mobility.
They experienced the drone delivery services (Zipline, Wing) that Walmart is currently introducing, and confirmed the evolution of efficiency and customer convenience in the last mile. They also examined the combination of community-based and digital initiatives at Kroger and HEB stores, and the unique store experiences at 7-Eleven Evolution Store, Buc-ee's, and Eatzi's. They also compared the differentiation of low-price-oriented formats such as ALDI, Joe V's, and Fiesta Mart with premium formats such as Central Market and Whole Foods Market. They also visited major malls (North Park Center, Galleria Dallas, etc.), and
We gained a comprehensive understanding of the spread of retail digital transformation and new customer experiences in the Dallas market.
Walmart / Sam's Club Now / Kroger / HEB / HEB Plus! / Joe V's / Central Market / 7-Eleven Evolution Store / Buc-ee's / Eatzi's / ALDI / Tom Thumb / Green Vine / Teso Life / Fiesta Mart / Best Buy / Nordstrom / Trader Joe's / The Home Depot / Whole Foods Market / Sprouts / CVS / Walgreens / Panera Bread / Target / Starbucks / Mitsuwa / North Park Center / North East Mall / Galleria Dallas / etc
January 2025 Las Vegas inspection
I attended CES in Las Vegas, experiencing the latest technologies that are transforming consumer behavior, including generative AI, robotics, and smart retail solutions. AI-based personalization, mobility integration, and in-store operation automation were particularly noteworthy, providing a glimpse into the future of retail.
The group then visited major retailers in the city. At Walmart and Sam's Club, they confirmed the evolution of operational efficiency and retail media, and at Target and WinCo Foods, they verified the compatibility of low-price strategies and improved customer experience. Through their visits, they were able to link and organize the cutting-edge technologies at CES with the potential for application in brick-and-mortar stores.
Trader Joe's / The Home Depot / Walmart / Sam's Club / Whole Foods Market / CVS / Walgreens / Target / Starbucks / WinCo Foods / Barnes & Noble / Sprouts / etc
October 2024 Los Angeles inspection
The tour focused on the integration of retail and mobility in Los Angeles. The participants test drove the self-driving service Waymo and experienced new data-driven possibilities that combine driving data and customer behavior data. From the intersection of retail and mobility, they gained a comprehensive understanding of how data utilization is permeating urban life as a whole.
Erewhon / Bristol Farms / Dollar Tree / Panda Express Innovation Kitchen / Amazon Go / Amazon Fresh / Lowe's / Best Buy / Nordstrom Local / Trader Joe's / The Home Depot / Walmart / Whole Foods Market / Ralphs / Sprouts / Kohl's / CVS / Walgreens / Panera Bread / Target / Starbucks / Mitsuwa / Disneyland Resort / etc
July 2024 Los Angeles inspection
The tour observed the latest retail technology and market characteristics. At Bristol Farms, the tour experienced Instacart's smart cart and confirmed its seamless payment experience. The tour also observed the efficiency of inventory management using the inventory robot "Tally." At Erewhon, the tour explored a differentiation strategy for high-price, health-conscious retailers. At Amazon Go and Amazon Fresh, the tour learned about the evolution of automation and the use of purchasing data. The tour also observed a variety of business formats, including Nordstrom Local, Mitsuwa, and Dollar Tree, and investigated innovations in the restaurant industry, such as Panda Express Innovation Kitchen. Overall, the tour gained a comprehensive understanding of the multifaceted progress of retail digital transformation in the Los Angeles market.
Erewhon / Bristol Farms / Dollar Tree / Panda Express Innovation Kitchen / Amazon Go / Amazon Fresh / Lowe's / Best Buy / Nordstrom Local / Trader Joe's / The Home Depot / Walmart / Whole Foods Market / Ralphs / Sprouts / Kohl's / CVS / Walgreens / Panera Bread / Target / Starbucks / Mitsuwa / Disneyland Resort / etc
June 2024 Visit to Singapore
Participated in NRF APAC held in Singapore, where he grasped the latest retail trends and inspected major local retailers. At each Fair Price store (Finest/Xtra), he confirmed the customer targeting strategies for each format. Cold Storage, CS Fresh, and Ryan's Grocery clearly responded to premium-oriented purchasing needs. Gained a comprehensive understanding of the multicultural coexistence and premium consumption trends unique to the Singapore market.
Fair Price / Fair Price Finest / Fair Price Xtra / Watsons / Guardian / Cold Storage / ION / Welcia / DON DON DONKI / CS Fresh / Ryan's Grocery Great World / MEIDI-YA / Jasons Deli / etc
Hawaii inspection tour in May 2024
We conducted retail inspections to understand the characteristics of the Hawaiian market. We confirmed that Walmart and Sam's Club have product lineups and pricing strategies that are conscious of both tourists and local residents. Walgreens, CVS, and Longs Drugs offer a wide range of products for daily necessities and tourists in addition to OTC medicines, enhancing convenience. Don Quijote has gained support from both Japanese residents and tourists with its Japanese-style product lineup and price range. We gained a comprehensive understanding of the Hawaiian market's unique dependence on tourism and the fusion of regional specialization strategies.
Walmart / Sam's Club / Walgreens / CVS / Longs Drugs / Nordstrom / Don Quijote / Whole Foods Market / Safeway / Target / The Home Depot / etc
Visit to Seattle in February 2024
The tour focused on retailers focused on medical and healthcare. At Costco's dispensing plant, the tour observed the streamlined operations and drug supply system, and gained insight into the current state of a major US retailer's entry into the medical field. The tour also compared the pharmacy services of community-based supermarkets such as Safeway, Fred Meyer, and QFC, as well as drugstore services such as Bartell Drug, CVS, and Walgreens. The tour comprehensively reviewed the latest trends in medical integration in the US retail industry.
Safeway / Fred Meyer / QFC / Amazon Go / Amazon Fresh / Bartell Drug / Macy's / Costco / Best Buy / Nordstrom / Trader Joe's / The Home Depot / Walmart / Whole Foods Market / CVS / Walgreens / Panera Bread / Target / Starbucks / Westfield Southcenter / etc
2024年2月ロサンゼルス視察
リテールメディアの最新動向を調査。Walgreensで導入が進むデジタルサイネージ「Cooler Screen」を中心に、店舗内広告の実装状況を確認した。Amazon GoやAmazon Freshでは無人・省人化と購買データ活用の融合を、WalmartやTargetではinsite、offsiteでのリテールメディア化戦略を検証。米国市場におけるリテールメディアの多面的な浸透を総合的に捉えた。
Amazon Go / Amazon Fresh / Lowe’s / Best Buy / Nordstrom Rack / Trader Joe's / The Home Depot / Walmart / Whole Foods Market / Ralphs / Sprouts / Kohl's / CVS / Walgreens / Panera Bread / Target / Starbucks / Disneyland Resort / etc
November 2023 Seattle Visit
The tour visited major retailers in Seattle during the Thanksgiving period. The tour confirmed the pricing and promotional methods of community-based supermarkets like Safeway, Fred Meyer, and QFC, and experienced the evolution of unmanned operations and the latest technology at Amazon Go and Amazon Fresh. The tour also compared the differentiation strategies of mass retailers like Costco and Walmart, department stores like Nordstrom and Macy's, and Trader Joe's and Whole Foods Market. The tour gained a comprehensive understanding of the diversity of US retail and the penetration of digital transformation.
Safeway / Fred Meyer / QFC / Amazon Go / Amazon Fresh / Bartell Drug / Macy's / Costco / Best Buy / Nordstrom / Trader Joe's / The Home Depot / Walmart / Whole Foods Market / CVS / Walgreens / Panera Bread / Target / Starbucks / Westfield Southcenter / etc
Los Angeles visit in May 2023
They experienced the Amazon Dash Cart and confirmed the convenience of automatically checking out just by adding items, as well as the potential for utilizing purchasing data. Trader Joe's and Whole Foods Market demonstrated differentiated product strategies, Walmart and The Home Depot focused on efficient large-scale store operations, and Ralphs and Sprouts focused on health-conscious initiatives. CVS and Walgreens strengthened medical services at their drugstores, while Target and Starbucks made progress in integrating digital initiatives.
Amazon Go / Amazon Fresh / Lowe's / Best Buy / Nordstrom Rack / Trader Joe's / The Home Depot / Walmart / Whole Foods Market / Ralphs / Sprouts / Kohl's / CVS / Walgreens / Panera Bread / Target / Starbucks / Disneyland Resort / etc
June 2022 Los Angeles inspection tour
The research focused on changes in the retail and service industries in the post-COVID-19 era. We conducted biometric registration and purchasing experiences on Amazon One, confirming advances in contactless and seamless payment technology. Trader Joe's and Whole Foods Market strengthened their product policies and local orientation, while Walmart and The Home Depot advanced efficient store operations and omnichannel support. At Disneyland Resort, we learned about innovations to enhance customer experience in entertainment and experienced a variety of strategies for responding to the post-COVID era.
Amazon Go / Amazon Fresh / Trader Joe's / The Home Depot / Walmart / Whole Foods Market / Ralphs / Sprouts / Kohl's / CVS / Walgreens / Panera Bread / Target / Starbucks / Disneyland Resort / etc
San Francisco visit in September 2019
I attended Oracle Open World and learned about the latest trends in data-driven management using cloud technology and AI. Case studies on improving customer experience and omnichannel strategies in particular provided valuable insights for future business development. Furthermore, a survey of retail stores in the city revealed the unique product lineups and brand power of Whole Foods Market and Trader Joe's, the strengthening of healthcare at CVS and Walgreens, the digital integration of Starbucks, and the unmanned payment technology at Amazon Go. I realized that the fusion of advanced technology and services closely related to daily life is accelerating innovation in consumer experiences.
Whole Foods Market / CVS / Walgreens / Starbucks / Amazon Go / Trader Joe's / etc
July 2019 New York visit
We conducted a wide range of surveys, from food and drug stores to electronics retailers and next-generation retail stores. We observed differentiated product lineups and loyalty-building mechanisms at Wegmans and Trader Joe's, while Best Buy and The Home Depot highlighted efforts to strengthen customer support centered on expertise. Next-generation stores such as B8ta, Amazon Go, and Amazon 4 Star are developing new purchasing experiences through hands-on, cashless services.
Wegmans / Best Buy / Trader Joe's / B8ta / The Home Depot / Walmart / Walmart Neighborhood Market / Whole Foods Market / CVS / Walgreens / Panera Bread / Target / Starbucks / Amazon Go / Eataly / Amazon Books / Amazon 4 Star / etc
Visit to Singapore in March 2019
We participated in Oracle Open World and gathered information on the latest cloud solutions and digital transformation cases. The advanced examples of marketing strategies and data utilization that focused on improving customer experience provided many useful reference points for domestic expansion. We also visited retailers such as Habitat, Watsons, Guardian, and Cold Storage to confirm their store operations and digital initiatives. We learned about the ongoing transformation of the purchasing experience through unmanned registers and app integration, and gained valuable insights for anticipating the future market environment.
Habitat / Watsons / Guardian / Cold Storage / Fair Price / etc
August 2018 Los Angeles inspection tour
The seminar covered the history and background of American retail, predicted how digital marketing in the Japanese distribution industry will change in the near future, and considered how to respond to this. Participants also experienced actual customer experiences using apps from each retailer.
Westfield Century / B8ta / WholeFoods 365 / The Home Depot / Walmart / Whole Foods Market / Ralphs / Sprouts / Kohl's / CVS / Walgreens / Panera Bread / Target / Starbucks / Disneyland Resort / etc