K-Plussa to be the most personally rewarding customer loyalty programme in Finland

Helsinki, Finland, 2016-Aug-06 — /EPR Retail News/ — The K-Group’s customer loyalty programme Plussa will become increasingly personalized in October 2016. At the same time, Plussa will be digitized and it will reward customers that patronize the K-Group.

The aim of the revised K-Plussa is to improve the customer experience by recognizing customers with personally targeted benefits. The customer gets personally tailored Plussa special offers based on their purchasing habits. More than 3.6 million Finnish people have a Plussa card in nearly 2.3 million households.

– Plussa aims to be the most personally rewarding customer loyalty programme in Finland.  We will offer our customers precisely those products which they would choose anyway, but at more affordable prices. The more often you use the Plussa card, the better and more personalized it becomes, says Anni Ronkainen, SVP, Chief Digital Officer of Kesko.

The K-Plussa customer loyalty programme will be revised in early October. One of the most significant changes is its digitization. As of the beginning of October, customers can use the collected Plussa points as electronic Plussa money conveniently with the Plussa card at the K-Group stores. Plussa points will continue to be calculated in the same way as before the revision. In this context, printed points vouchers and the payment of points to bank accounts can be abandoned. You can monitor your Plussa account using a mobile application or on the web.

A customer programme with personalized product and service benefits will be built jointly with the K-Group chains and the partner network for customers who concentrate their purchases on the K-Group. The programme is targeted to customers whose annual purchases from the K-Group stores exceed €6,500.

K-Plussa is a unifying factor in the K-Group. The entire K is involved in the development of the customer loyalty programme taking account of customer wishes. The new features to be introduced in October are only the beginning of Plussa’s long-term development.

– A personalized approach is the K-Group’s most important differentiation element in Kesko’s strategy. K-Plussa offers the most personalized benefits from Finland’s widest store and partner network, says Ronkainen.

SVP, Chief Digital Officer Anni Ronkainen will present the K-Plussa revision at Kesko’s half year financial report briefing today at 11.30. The briefing will be held at Katajanokka, Helsinki, Ankkurikatu 5, fourth floor.

K-Plussa is the most extensive and diverse customer loyalty programme in Finland, which offers benefits to its customers from over 3,000 shopping places and over 40 business partners. There are over 3.6 million K-Plussa cardholders in nearly 2.3 million households in Finland. Further information at: www.plussa.com.


Tapio Näveri
tel. +358 105 337 170

Source: Kesko

KESKO: K-Plussa, Walkbase and Seed Digital Media to bring store’s special offers to customer’s mobile phone at store entrance

K-citymarket Turku Kupittaa is testing the attractiveness and functionality of a new service that brings the store’s special offers to your mobile phone. When a customer who has joined the test group enters the store, he receives a text message on his mobile phone with the weekly benefit or special product offer. The service is provided by K-Plussa jointly with Walkbase and Seed Digital Media.

HELSINKI, 2015-9-15 — /EPR Retail News/ — Based on K-Plussa’s customer data, K-citymarket Turku Kupittaa’s customers were sent e-mail messages offering an opportunity to participate in the testing by giving their consent to the identification of their mobile devices in the store. The first 100 volunteers were included in the test group and tell their opinion about the new mobile service.

– Involving customers from the very beginning of the development work gives us valuable information on what kind of services are worth investing in and which benefits are attractive to our customers. The testers have liked the new functionality and have redeemed lots of benefits. Benefits are redeemed at the customer service desk by showing the text message, which also enables us to get to know our customers better, says retailer Hannu Aaltonen.

– The trial running at K-citymarket Turku Kupittaa will provide us with important information for use in rewarding our customers and also in taking account of them in more diverse ways. In the future, we will be offering significantly more services via digital channels in order for shopping to be fun, says K-Plussa’s Managing Director Ismo Riitala.

– Triggering product information, special offers and other digital services as the customer arrives at a certain point in the store is becoming a widely adopted system. Our solution is already used by hundreds of stores internationally, particularly in Great Britain. K-citymarket Turku Kupittaa has been testing the technology for over a year and we have been pleased to see how Kesko, a forerunner in this field, is taking retail digitalisation to the next level, says Walkbase CEO Tuomas Wuoti.

Further information:
Managing Director Ismo Riitala, K-Plus Oy, tel. +358 50 525 6471, ismo.riitala@kesko.fi
Communications Manager Harri Utoslahti, Kesko Corporation, tel. +358 105 322 616,harri.utoslahti@kesko.fi
CMO & Director of Retail Insight Juha Mattsson, Walkbase Oy, tel. +358 41 533 6400,juha@walkbase.com
Marketing Strategist Pekka Räsänen, Seed Digital Media Oy, tel. +358 50 570 7697,pekka.rasanen@seedww.com

K-Plus Oy

K-Plussa is the most extensive and diverse customer loyalty programme in Finland which offers benefits to its customers from over 3,000 shopping places and over 40 business partners. There are over 3.6 million K-Plussa cardholders in over 2.3 million households in Finland. K – For shopping to be fun.


Walkbase is the leading in-store location analytics and marketing platform for brick-and-mortar stores. Just like web analytics platforms have revolutionised the online shopping experience, the solution of this Finnish company provides the same level of personalisation and real-time analytics on customers’ habits to physical stores. The Walkbase technology takes advantage of a Wi-Fi network and is already used by hundreds of stores and airports in the world. Walkbase has offices in Espoo, Turku, London and Bern.

Seed Digital Media

Seed Digital Media is a pioneer in digital customer marketing in Finland. Seed’s Omnichannel solutions combine analytics and personalised communications into a marketing service to strengthen the customer experience. Seed Digital Media is a Nordic Morning company.

SOURCE: Kesko Corporation