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