The management of Kesko OY Finland understands the critical importance that values play in business today. Beyond its commercial operations, Kesko puts considerable emphasis on social and environmental issues, including respecting the environment, guaranteeing food safety, playing an active ethical and social role, and fostering solidarity through education and health.
There is no doubt that a sharply focused retail strategy also contributes to the company’s strength. Kesko is among a small number of retailers in Finland whose value proposition is well defined in the minds of consumers, with access as the primary attribute and product as the secondary attribute.
We offer retailers store design, brand and communication strategies to support management teams who aim to bring fresh, tasty and healthy products within reach of consumers.
The task we set our design team included the reinvention of the hypermarket format and store communications to meet the briefing requirement identified by Kesko. We advised that retailer branding should take the store as a whole as a starting point, rather than specific products and categories. This approach offers the biggest chance of success and highest synergies.
We believe access in the form of a convenient location remains an important element in the hypermarket channel. However, the company’s domination on access extends to the inside of the stores, as Kesko engages in an ongoing process to optimise its internal access.
Commercial tactics include the development of the brand, design of stores, a comprehensive merchandising programme, high visibility of new own label products, promotional items and easy navigation with precise targets and measures in terms of navigation cost-effectiveness and customer satisfaction.