kesko: personalised in-store offers for … kesko: personalised in-store offers for an immediate...
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KESKO: PERSONALISED IN-STORE OFFERS FOR AN IMMEDIATE BOOST IN SALES
Walkbase Case Study
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KESKO PLC A Finland based retail conglomerate
• Founded 1940
• Main sectors: Supermarkets and hypermarkets, hardware retail, auto sales, department stores, consumer durables, agricultural supplies
• Revenue €9.5 billion
• Number of employees 19,500
• Number of stores: 950
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CITYMARKET KUPITTAA
• One of the largest hypermarkets in Finland
• THE best performing of all Citymarkets
• Also one of the most innovative..
• A Total total of 80 Citymarkets in Finland
THE K-PLUSSA LOYALTY PROGRAM
• Operated by Kesko
• The widest and most diverse loyalty program in Finland
– 3.8 million cardholders (70% of Finland’s population)
– 2.2 million households (80% of all)
• In addition to Kesko’s own brands, 10s of retail partners included
• Loyalty app launched late 2015
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PERSONALISED IN-STORE OFFERS: PILOT PHASE 1
DESCRIPTION
• A randomly pre-selected group of 100 loyalty customers
• Received personalised offers to their mobile device when entering the store
• Could redeem offers at tills
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RESULTS
• 14% increase in basket size
• 10% increase in visit frequency
• 3% increase in average dwell time