Kesko's year 2007

10
Kesko's year 2007
Divisions
Kesko Food
Kesko Food’s retail chains are
K-citymarket, K-supermarket, K-market
and K-extra. The K-food stores offer the
highest quality and most comprehensive
product selections on the market
combined with the best service at
competitive prices.
K-food stores are visited by nearly 820,000
customers every day. In 2007 the total
number of customer visits reached 300 million.
From the viewpoint of success, every customer
visit is decisive.
The operations of Kesko Food and its
chains always aim to provide customers with
a successful shopping experience. This is
ensured by the highest quality and most comprehensive
product selections on the market
combined with the best service, competitive
prices and by taking customers’ wishes into
account.
The K-retailer entrepreneur is responsible
for his or her store’s customer satisfaction,
personnel, and profitability of business. Good
service, competence and knowledge of local
circumstances provide competitive edge.
Kesko Food provides K-retailers with strong
support for price competition, building selections,
marketing and service. These are supported
by efficient international sourcing,
acquisitions of store sites, advanced logistical
solutions and diverse research and training.
Kesko Food’s subsidiary Kespro Ltd offers
delivery and wholesale services for business
customers. Kespro Ltd is the leading wholesaler
in the HoReCa business in Finland. Its
customers include hotels, restaurants, catering
companies, service station stores, kiosks,
bakeries, the manufacturing industry and
distributors. Kespro serves its customers on a
comprehensive basis and offers the best
sourcing solutions.
Over 1,000 K-food stores
for different customer needs
The K-food store concepts cater for various
consumer needs from daily local services to
hypermarkets where customers may shop for
the needs of the whole week.
The key features and customer promises
of the K-food store concepts are:
K-citymarkets are hypermarkets, which
offer their customers diversified and wide
selections of food, non-food, and home and
speciality goods. The low price level and the
best selections of K-citymarkets strengthen
the customer promise which is “Good shopping.
And a whole lot more.” There are 56
K-citymarkets in Finland in 43 towns.
K-supermarkets are food stores and their
customer promise is “A better than average
food store”. Competitive advantages include
food expertise as well as wide and diversified
selections of fresh products. K-supermarkets
have a total of over 160 employees with specialist
qualification for foods managers.
These meat and fish experts give customers
cooking advice. The chain consists of 158
stores.
K-markets are high-quality and reliable
food stores near customers. In addition to the
good basic selections, K-markets offer customers
freshly baked local bread, high-quality
fruit and vegetables, versatile ready-to-eat
food choices and the best local services.
K-market retailers and their staff ensure
friendly service. Many service stations also
have a K-market on their premises. The customer
promise is “The retailer takes care of
it”. There are 453 K-markets.
K-extras are neighbourhood stores in
which customers can find daily essentials and
which focus on personal service. Additionally,
as the name implies, many K-extras located in
the countryside offer extra services, such as
the sale of agricultural and builders’ supplies,
fuel distribution, lottery and postal services.
The customer promise of the K-extra chain is
“Good service for you”. There are 223 K-extras.
The best food ideas and
solutions at low prices
K-food stores provide their customers with
the best food ideas and solutions at low
prices. Kesko Food’s strategy focuses on:
●●
individual service and approach
for each customer
●●
chain concepts that comply with
the customer structure
●●
competitive price level
●●
strong store network
●●
active renewing, learning and
management
●●
the basis is customer information and
improved use of it in all activities
The individual service and approach refer
to the chain and store-specific wide selections
and customer programmes. The wide selections
also comprise high-quality Pirkka products.
Each customer is given a reply to the
question “What are we having today?”.
K-food retailers and their staff are responsible
for taking customers’ wishes into
account. In addition to the chain-specific
selection, the stores also sell local suppliers’
products and local food.