Personalization and technology are playing an increasingly central role in shaping consumer expectations in Tokyo’s retail sector. Consumers now expect tailored shopping experiences, whether online or in-store, and retailers are utilizing technology to meet these demands. AI-driven recommendation engines, virtual fitting rooms, and augmented reality (AR) shopping experiences are becoming more common in Tokyo’s retail spaces. For example, ZOZOTOWN’s ZOZOSUIT allows customers to receive highly personalized clothing recommendations based on their precise body measurements, enhancing both the customer experience and the retailer’s profitability by reducing return rates. Investors should look for opportunities in companies that use technology to offer personalized services, as retailers that effectively integrate data and digital tools into their operations are likely to outperform their competitors in Tokyo’s dynamic retail market.