The start of 2011 has been excellent for the furniture trade chains of Indoor Group. Both the Asko and Sotka chains achieved their highest ever January sales.
Good results can primarily be attributed to improvements in our own work: sourcing, sales and logistics processes have been enhanced. Cost-efficiency has been improved by centralising all warehousing and terminal operations.
During the past couple of years, both chains have also implemented comprehensive sales and customer service training involving all personnel.
"In the speciality goods trade, customer encounters are very important. In accordance with our policy definition we want to meet our customer promises at all times", says Jussi Mikkola, President of Indoor Group.
As some customers make their purchasing decisions on the Internet, developing our home pages and electronic customer communications plays a key role in our plans for this year.
K-Group has the reliable furniture stores in Finland
Both of the chains have been recognised by customers. For the fifth time in succession, Asko was recently selected as the most reliable furniture store in Finland in the survey made for the Finnish Readers' Digest.
The Asko and Sotka chains appeal to slightly different target groups.
"In this business model of the two chains, Asko aims to be the leader in quality and service providing a competitive range of products, active and reliable service, and exiting stores. Sotka's objectives include price leadership while offering easy and straighforward shopping for its customers," describes Mikkola.
Asko's own sofa factory in Finland also contributes to the chain's quality image.
"Insofa Oy, which is located in Lahti, is of great importance to Asko's product range in particular."
The adoption of the euro by Estonia boosts sales
Though the furniture market has not improved considerably, President Jussi Mikkola expects that the upward trend of Asko and Sotka will further strengthen this year.
"Construction of new houses and changing home are increasing at a fast rate in Finland, creating a basis for the growth in the furniture trade, too. I also believe that the adoption of the euro will speed up economic recovery in Estonia.
Indoor has seven stores in Estonia and 79 stores in Finland - 48 in the Sotka chain and 31 in the Asko chain.
Kesko´s sales in January 2011