The K-Ostokset service now enables customers to examine their consumption of salt, sugar, vegetables, fish and red meat over the past year. It even reveals the products that contribute the most to the customer’s salt and sugar intake. Customers can compare their consumption to national nutrition recommendations, and set themselves goals, such as reducing the consumption of salt or buying more fish.
“Food plays an absolutely crucial role in people’s wellbeing. Many people will be surprised to find out where and how much they get salt and sugar. The new service feature gives our customers an overview of their consumption, and as they become more conscious of their choices, shows them how small decisions can have a big impact,” says Minna Vakkilainen, Vice President of Analytics, Data and Loyalty at K Group.
The new nutritional data feature to the K-Ostokset service is a beta version, and will be constantly developed based on user feedback just like the previously introduced features that enable customers to track the carbon footprint of their purchases and the amount of Finnish products they buy. The quality of product data used is also continuously improved.
The new service feature is fairly unique on a global scale. It combines data on purchases registered on a customer’s K-Plussa loyalty card with product data obtained primarily from a national product data bank. The service automatically accesses data on the products purchased, while other similar services typically require the users to enter or scan the data manually themselves.
K Group customers have welcomed the K-Ostokset service, first launched in spring 2019. User numbers are constantly growing, currently totalling almost 200,000.
“It is important for our customers to be able to review their purchases and have the tools to weigh their options and monitor the impacts. Meanwhile, it is important for us to be able to return the data we have gathered to our customers so that they can use the data as the basis for everyday decision-making to enhance their wellbeing,” says Vakkilainen.
• K-Ostokset is a data-based service that allows K-Plussa customers to track what they are buying from K Group’s grocery stores and helps them make more conscientious choices based on objectives they set for themselves.
• The service is available via browser at k-ruoka.fi and the K-Ruoka mobile app.
• K-Ostokset also enables customers to track how much local Finnish products they are buying and what the carbon footprint of their purchases is. The service can calculate realistic goals for these for the customer.
• K-Ostokset includes data on all food and grocery purchases made by the customer in K-Market, K-Supermarket and K-Citymarket stores, Neste K stations and online, registered on the customer’s personal K-Plussa loyalty card.
• Customers can also choose to combine K-Plussa purchase data for the whole household.
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