THE CUSTOMER IN EVERYTHING WE DO
The K-Group’s main duty is to offer customers the products and services they need. We operate for the good of customers and create new services that make customers’ daily lives easier.
- Responsibility, local presence and K-retailers are our competitive advantages
- A personal approach and inspirational customer experience are our strengths
- We provide the market with the best digital services in the trading sector
In Finland, all of the K-Group’s food stores, building and home improvement stores and agricultural stores are run by K-retailer entrepreneurs. Most of the K-stores are family businesses, run by a K-retailer couple. In 2015, there were over 1,100 K-retailers and 57 people began their K-retailer careers.
Retailer entrepreneurs build their selections flexibly according to the needs of the local community and customers. The chain’s common selection is complemented with retailers' direct purchases, such as food from local producers. K-retailers’ direct purchases from Finnish regions totalled €610 million in 2015.
The strength of the retailer business model is that the retailers are able to operate flexibly according to the needs of their local customers. The business model is agile because, as entrepreneurs, retailers can respond quickly and efficiently if the situation so requires.
K-retailers are present in their local communities. They influence the local community in many ways as they provide jobs, pay taxes, work in organisations, give lectures at schools and colleges, organise customer panels and support local activities.
Local selections based on customer wishes
Retailers are present in their customers’ daily lives, building selections and providing services by listening to their wishes.
Local needs are taken into account individually. For example, the selections of K-supermarkets in the eastern suburbs of Helsinki, which have a lot of immigrant residents, are very different from those operating in the Savo municipalities in eastern Finland, which have lots of summer residents.
Outside growth centres in particular, a store is able to provide services for the public good which could otherwise be difficult to access.
Information about good products and responsible actions is given in stores and marketing with the help of the K-responsibility concept and its slogan ‘Let’s do good. Together.’ The aim is to help and encourage customers to make responsible choices.
The best digital services
The objective of Kesko’s digitalisation strategy is for the K-Group to provide the best digital services in 2017. The aim of digital services is to make customers' daily lives easier, be it in cooking, shopping list planning, bathroom renovation, or car maintenance. Digital services will be tailored precisely to customers' individual needs. Customers will choose the services they use, and where, when and how they use them.
Digitalisation has transferred decison making power to the customer: customers research products and services online before purchasing and compare details on social media.
Customers can shop and receive goods via many channels irrespective of time and place. The customer can choose whether to shop for groceries in a retail store or online: whether to fill the shopping basket in a store, collect an online order from a store on the way home, or have the shopping delivered directly to the home. K-food stores’ own online stores offer the click and collect service or home delivery, or both.
The K-food mobile application introduced in autumn 2015 offers personal benefits, store-specific special offers and a smart shopping list that recommends products frequently bought by the customer, as well as nearly 6,000 recipes with instructions.
K-Plussa's mobile card was also introduced in 2015. It is an app that can be downloaded to a phone and operates like a contactless K-Plussa card.
Management by information increasingly important
Knowledge of customer needs, taking advantage of customer data and the chains’ customer programmes play a key role in business planning for Kesko and K-stores.
Digitalisation enables marketing to be targeted in a more personalised manner with the help of customer data. When marketing is based on customers’ personal purchase histories they can receive benefits that are better suited to their particular needs. For example, customers can be sent post-purchase service messages, inquiries or personalised special offers via the channel of their choice.
In the future, reaching individual customers will be ever more difficult. Making use of customer data will become increasingly important, because the aim is to send even more personalized customer messages.
Management by information is especially important. Digital traces enable decisions to be made based on facts in a new way and us to listen to our customers and know what they want.
Customer feedback guides the development of operations
Social media provides new opportunities for interaction with consumers. Kesko and its chains as well as K-retailers engage in active dialogue with customers and other stakeholders on social media.
We encourage our customers to give us feedback and aim to make it easy for them. Kesko’s objective is to provide a simple and fast multichannel platform for customer feedback. The feedback received guides the development of stores’ and Kesko’s operations.
Kesko Food’s Consumer Service offers customers many kinds of information: in addition to giving feedback on products, customers ask about product origins, ingredients, their suitability for different users, and instructions for use and cooking. Customers can contact the Consumer Service to inquire about the country of origin of any ingredient of any Pirkka product. In 2015, the Consumer Service was contacted 19,770 times.
Customers give their opinion about the quality of our operations and products, and whether our service meets their expectations. In addition to customer satisfaction surveys, we continuously monitor Net Promoter Score for customer sentiment.
Read more about customer satisfaction surveys in the GRI report.