Pdf version (3.2 MB) - Kesko
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KaRIsMa aNd VETURI WERE PLaNNEd<br />
aCCORDINg TO CUsTOMER NEEDs<br />
Karisma, the first shopping centre that<br />
<strong>Kesko</strong> has planned and had built, was<br />
opened in Lahti in November 2011.<br />
<strong>Kesko</strong>'s next shopping centre, Veturi, will<br />
be opened in Kouvola in autumn 2012.<br />
<strong>Kesko</strong> is participating in around 20 shopping<br />
centre projects that are currently underway<br />
or being prepared.<br />
Customer needs provided the basis for<br />
planning both Karisma and Veturi.<br />
“A location at the centre of purchasing<br />
power, easy access, easy-to-outline<br />
space allocation, a profile that suits the<br />
area and the use of natural light,” says<br />
Mika Ohenoja, Director of <strong>Kesko</strong> Food's<br />
shopping centre operations, listing the<br />
factors that provide the keys to a shopping<br />
centre's success. “Customers also<br />
value easy shopping, recycling points<br />
and baby care facilities.”<br />
In the future, the population will increasingly<br />
settle in towns and cities.<br />
Ohenoja believes that shopping centres<br />
will become so-called hybrid centres,<br />
complemented with connected residential<br />
or office premises and public services.<br />
“The Land Use and Building Act is becoming<br />
stricter as far as the building of<br />
large units is concerned. Constructors<br />
have to assume more responsibility for<br />
taking the big picture into account as part<br />
of the more comprehensive development<br />
of society. <strong>Kesko</strong> wants to be an active part<br />
of society and at the forefront when shopping<br />
centre operations are developed.”<br />
In the construction of the Veturi shopping<br />
centre, currently being built in<br />
Kouvola, the perspective of sustainable<br />
development has been taken into account<br />
from the very beginning.<br />
K-PLUssa aNd K-RETaILERs PROMOTE<br />
REGIONaL yOUTH aCTIvITIEs<br />
The main emphasis in K-stores' support<br />
activities is to provide support to children<br />
and the young. K-Plussa, the K-stores' customer<br />
loyalty programme, also has long<br />
traditions in providing support for youth<br />
work. Juniori KuPS, the supporters' association<br />
of the Kuopion Palloseura football<br />
club, and the K-retailers in Kuopio signed<br />
an extensive three-year cooperation<br />
agreement in December 2011, which will<br />
ensure that the youth work of KuPS will<br />
continue into the future.<br />
K-retailers see the support given to<br />
Juniori KuPS as something that ensures<br />
the continuity of youth work that is important<br />
locally. Thanks to the agreement,<br />
K-Plussa and K-retailers together are an<br />
important main cooperation partner of<br />
Juniori KuPS.<br />
“K-Plussa's sponsorship service encourages<br />
and supports retailers in local<br />
cooperation models. It's great that such<br />
an extensive programme has been built in<br />
Kuopio to support important youth work,”<br />
says Heli Törrönen, Customer Relationship<br />
Director of K-Plus Oy.<br />
There are about one thousand members<br />
playing in Juniori KuPS teams. The<br />
club's A and B juniors play in the national<br />
football league of Finland, whereas Juniori<br />
KuPS is responsible for running 14 junior<br />
teams and 14 district teams.<br />
K-stores play a significant role in the<br />
area of Kuopio: there are about 30 stores<br />
IMpaCT ON sOCIETy<br />
“BREEAM certification, which defines<br />
the impact of construction on the environment,<br />
is applied at the centre during<br />
the construction phase. The timetables<br />
for public transport will be communicated<br />
to customers automatically on info boards<br />
and there will be recharge points for electric<br />
cars. From the construction phase on,<br />
the heating of the shopping centre is provided<br />
with ground heat,” says Ohenoja.<br />
and offices of <strong>Kesko</strong> and K-retailers in and<br />
around the town. Support given to Juniori<br />
KuPS is a natural part of K-stores' regional<br />
responsibility work.<br />
“The work done by Juniori KuPS is good<br />
for society. Football teaches children social<br />
skills and encourages them to take<br />
part in physical activities. We want to<br />
support the sports activities of children<br />
and the young, and not only competitive<br />
sports,” explains Kari Niskanen, <strong>Kesko</strong>'s<br />
District Director for Eastern Finland.<br />
In addition to Juniori KuPS, K-Plussa and<br />
K-retailers provided support to around<br />
100 other junior teams in Finland in 2011.<br />
<strong>Kesko</strong> Corporate Responsibility Report 2011 17