Customers

We offer sustainable products and multi-channel services
  • We make people's lives more convenient and easier.
  • We offer healthy products and services that promote wellbeing.
  • We develop our multi-channel aspect of our store network based on our customers' expectations.
  • We encourage our customers to make sustainable choices.
Topic Objective Progress of objectives 2014 Progress of objectives 2015 Progress of objectives 2016


Dialogue with customers


We consult our customers as we develop our corporate responsibility work.

  • Dialogue with customers in stores and social medial channels
  • Customer satisfaction and brand surveys


In autumn 2014, we studied stakeholders' views on the focal points of Kesko's value creation through an interview survey.


As part of Kesko's human rights assessment, we heard the stakeholders' views on how well they thought human rights were realised, for example, in customer service situations. The online questionnaire was directed at both majority representatives as well as special groups. Kesko was assessed as slightly higher than the average Finnish company in the materialisation of a variety of human rights issues. However, the assessment given by special groups was, with regards to certain aspects (e.g. unrestricted access, accessibility, personnel diversity), considerably poorer when compared to the answers given by majority representatives.


The human rights assessment generated invaluable information for developing customer services. We will investigate the possibility of implementing the suggestions we received.

We carried out an extensive study among grocery trade experts, retailers, suppliers and K-Plussa customers on the expected food trends and phenomena of 2017.

The significance of social media channels in customer interaction has grown. In 2017, we will more actively listen to our customers' opinions and carry out more systematic and focused communication within social media communities.


Consultation services to customers


We offer our customers multi-channel information on our products and services.


The K Consumer service was contacted more than 20,900 times. Kesko Food is going through an extensive project to change the package labelling of its own brand products with the aim of providing consumers with more detailed information on the nutritional content, ingredients and potential allergens.


The K Consumer service was contacted 19,770 times. Information about good products and responsible actions was given in stores and marketing with the help of the K-responsibility concept and its slogan ‘Let’s do good. Together.’


Customer feedback received through the new customer feedback system, launched in summer 2016, increased significantly. The K Group's customer magazine Pirkka was revamped. The K Consumer Service was contacted 19,619 times.


Welfare


We offer healthy products and services that promote wellbeing. 

  • Healthy food selection in K-food stores
  • Fruit campaigns
  • Recipes in K-ruoka.fi and Pirkka magazine
  • Products promoting healthy living and life in K-Rauta and Intersport stores


The 5,400 recipes in K-ruoka.fi service include the nutritional content of the dish, which makes it easier for people to make choices. Intersport stores organised activity days whose aim was to promote a healthy lifestyle and to encourage people to be active.


In 2015, K-ruoka.fi produced the Keveämpi arki customer programme consisting of recipes and ideas that promote a healthier lifestyle and well-being. Intersport's sports training offered expert tips, inspiring content and exercise programmes for people of different fitness levels.


In addition to the recipe search function, the K-food mobile app gives the user suggestions about the most popular recipes made with seasonal ingredients. K-stores launched vege shelves. The product reformulation policy (less salt, sugar and fat) is to be updated in 2017. 

Cello indoor and outdoor paints received the Swan label. Onninen Norway provides welfare technology-related solutions. Intersport organised sports training during different seasons. 


Sustainable consumption


We help our customers make sustainable choices.


The K-responsibility concept theme "Let's do good. Together" was an essential part of the communication and marketing of the grocery trade. K-food stores participated in the Food Waste Week campaign organised by the Consumers Union Of Finland.


The K-responsibility concept theme "Let's do good. Together" was an essential part of the communication and marketing of the grocery trade, as well as our building and home improvement stores and agricultural stores. Our building and home improvement stores offered their customers energy efficient and environmentally friendly products and services. K-food stores participated in the Food Waste Week campaign organised by the Consumers Union Of Finland.

VV-Auto participated in the Finnish Transport Agency's car scrapping reward trial. The range of electric and hybrid cars available in car dealers widened.

As a new service, we started building new charging points for electric and hybrid cars in the most significant store locations.


The K Group has the most comprehensive neighbourhood store network in Finland. We provide an extensive and free charging network for electric cars. We participated in the Kinkkutemppu campaign which used the roasted ham fat to produce renewable diesel. K-food stores participated in the Food Waste Week campaign organised by the Consumers Union Of Finland. At the start of 2017, Pirkka ESSI circular economy bags were introduced in K-food stores. K-food stores introduced shared vege shelves for all vegetable protein products.

We published our soy policy and committed to it; by 2020, all soy used in the production chain of own-brand products will be sustainably produced RTRS or ProTerra certified soy. We published our plastics policy  and committed to introducing measures to reduce the consumption of plastic bags.


Digital services


We offer the best digital services to the K Group's customers in all divisions.

  • Accessibility for special groups
  • Online stores' centralised distribution
  • Online stores' producer responsibility and product responsibilit


Online sales of food through ruoka.citymarket.fi were extended to cover the whole Greater Helsinki. The building and home improvement stores and food stores launched click and collect services.


Stores' click and collect services became more common. We published a K-food mobile app, which offers personalised benefits and shop-specific offers and a smart shopping list. Sotka's online store.


Almost 100 K-food stores nationwide offer locally operating online grocery stores and click and collect services. All K-Rauta stores have an online store which also provides a delivery and click and collect service. We developed the K-food mobile app further.

We developed a joint online store solution for the business customers of building and home improvement stores and Onninen. We launched a new concept online: a used car store, Caara.fi. Asko's online store was launched at Asko.fi.

We opened a new K Digital unit and recruited dozens of new digital experts. The five trainees that completed the K Digital Trainee programme found employment in various digital positions within the K Group.


Management by information


Each K-store is customised to meet its local customer demand by utilizing customer data.


A new test store, K-Myllypuro, was opened in Myllypuro, Helsinki, for testing new store concepts, easier shopping and solutions for product ranges and their customisation.


Dozens of new ideas and operational models were tested in K-Myllypuro over a year. The test store's customers and customer jury were asked for feedback on a regular basis. Based on customer wishes, the test store became a K-Supermarket in August 2016. The experiences gathered from the K-Myllypuro test store were used in the planning of the renewal of the K-Market chain.


The retailers received a new application based on customer data, among other things, that supports store management and offers a tool for targeted product ranges and marketing.

We will revamp the K-food store chains. We will revamp our entire hypermarket concept and all K-Citymarkets by the end of 2018. We will revamp the K-Rauta brand in all its countries of operation in stages.

Using marketing based on customer data, we can offer our customers the best customer experience.


We launched a campaign management tool, which we used to produce targeted and unique customer communication. The aim was to launch personalised customer marketing in stages in the wider K Group.


Personalised marketing based on purchase history means that customers receive benefits better suited to them. After purchasing, customers receive service messages, customer questionnaires or personalised offers using their chosen channel.


We expanded the K Group's targeted marketing using customer data and began carrying out programmatic marketing relying on our own team of experts. Using our customer data, we offer our customers more personalised, interactive and multi-channel services. The revamped K-Plussa loyal customer card ensures personalised, targeted benefits for customers. We developed the K-food mobile app further.


Additional services in connection to stores


We want to offer our customers a convenient shopping experience.


There were 252 consumer packaging recycling eco points at K-food stores. Many eco points also accepted paper and used clothing. All K-food stores have reverse vending machines for returning beverage containers. There were 137 SmartPost self-service parcel lockers at K-stores.


There were 255 consumer packaging recycling eco points at K-food stores. 38 eco points collected plastic. Many eco points also accepted paper and used clothing. All K-food stores have reverse vending machines for returning beverage containers. Posti and DHL expanded their operations into K-food stores. DHL Express and the K Group started cooperation which will bring 250-300 DHL service points nationwide in food stores and building and home improvements stores. There were 137 SmartPost self-service parcel lockers at K-stores.


In connection to K-food stores, there were 396 consumer packaging recycling Rinki eco points, of which 160 also collected plastic. Many eco points also accepted paper and used clothing. All K-food stores have reverse vending machines for returning beverage containers. Read more about customer recycling services.

Core additional services in K-food stores were: Post Office service points in 327 stores, Matkahuolto parcel points in 568 stores, DHL service points in 27 stores, Post Office parcel lockers in 144 stores and Osta & Nosta cash points in 1,011 stores. We provide an extensive and free charging network for electric cars. The Liiteri service tested the rental service for K-Rauta's tools.

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