Walkbase and Kesko trial personal offers triggered by customer’s location in store

Juha Mattsson

Finland’s leading loyalty programme collaborates with in-store analytics and marketing platform to develop an innovative smartphone service that links the online and brick-and-mortar customer journeys together.


Helsinki - September 14, 2015 - Walkbase, the in-store analytics and marketing platform for retail stores, K-Plussa, the widest and most diverse retail loyalty programme in Finland (part of the Kesko Group), and Seed Digital Media, a Scandinavian loyalty marketing agency, today announced they are jointly developing and testing a new mobile service that evokes personalised offers to customers’ smartphones as they enter a store.

K-Plussa, Walkbase and Seed are using the K-citymarket Kupittaa hypermarket to test how interesting and functional a new mobile service is. Upon entering the store, a customer who has joined the test group will get a text message about weekly promotions and discounts. Technology created by Walkbase is used to recognise the customer.

The option to join the test group was sent as an email to a selected group of K-citymarket Kupittaa loyalty customers. The first 100 who replied were picked to join the test group and provide their opinion on the new mobile service.

“Involving customers from the very beginning gives us valuable information about what kind of services we should invest in and what kind of promotions interest them. The participants have been satisfied with the new function and a lot of promotions have been used. You can use the promotion by showing the text message at the service point and this way we also have a chance to get to know our customers better”, says retailer Hannu Aaltonen.

“K-Plussa is currently creating a mobile application that offers the customer a personal account to his or her own store. K-citymarket Kupittaa’s pilot is giving us experience and the test group is giving us important insights on developing digital services. In the future we will be offering more and more services through digital channels. This way we can serve and reward the customers in a more versatile way”, says Ismo Riitala, CEO of K-Plussa.

“Activating product information, offers and other digital services as the customer enters a certain location in the store has become quite popular among retailers. With the same technology we are able to create anonymous analytics on how people move around the store. We can also connect the digital shopping journey that was started earlier online, to the visit to the actual store and vice versa. Our solutions are already used in hundreds of shops around the world, especially in the United Kingdom. K-citymarket Kupittaa has tested the technology for over a year and it has been a pleasure following how K-Plussa and Kesko, as the pioneers of the field, are taking the digitalisation of shopping to the next level”, says the CEO of Walkbase 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

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About Walkbase

Walkbase (www.walkbase.com) is the leading in-store analytics and marketing solution for retailers, which is helping the high-street “dinosaur” bite back. Just like web analytics platforms have revolutionised the online shopping experience, Walkbase provides the same level of personalisation to brick-and-mortar stores through smartphone engagement.

Based on indoor location technology, the platform provides real-time analytics on customers’ habits so the same level of personalisation can apply in brick-and-mortar as it does online. It analyses in-store customer patterns, measures and optimises the impact of marketing on physical stores, engages customers with personalised in-store marketing, and links the online and offline customer journeys together.

The cloud-based Walkbase platform combines Wi-Fi, Bluetooth and camera technologies, and takes advantage of existing store hardware. Founded in 2010, the company is headquartered in Finland, with offices in Helsinki (FIN), Turku (FIN), London (UK) and Bern (Switzerland).


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About Kesko and K-Plussa

Kesko (www.kesko.fi) is a retail specialist whose stores offer quality to the daily lives of consumers. Kesko has about 2,000 stores engaged in chain operations in the Nordic and Baltic countries, Russia, and Belarus.

K-Plussa (www.plussa.com) is the joint customer loyalty system of the K-Group. It is the most extensive and diverse customer loyalty system in Finland, providing K-Plussa customers with benefits from nearly 3,000 outlets and 40 chains. There are a total of 3,2 million K-Plussa cardholders, covering more than 2,2 million households. 


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About Seed Digital Media

Seed Digital Media (www.seedww.com) is the pioneering digital loyalty marketing agency in Finland. Seed combines analytics and personalised communications into a customer experience enhancing marketing service. Seed Digital Media is part of the Nordic Morning group.


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Walkbase provides a retail analytics solution for improving the impact of marketing on physical stores and personalising in-store shopping experience.