Case Stockmann Delicatessen

How Finland’s favourite premium grocery chain improved its marketing analysis and promotion performance 

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Stockmann Delicatessen is the leading premium grocery chain in Finland and The Baltics, operating within six Stockmann department stores. It provides first-class service and a unique, broad and high-quality selection of foods and beverages.

Their challenge was two-fold, first all to better analyse their marketing activities and then to use this information to fine-tune their marketing strategy and create more effective promotions — all the while driving an increase in ROI across the board.

Previously, marketing performance analysis and promotion planning and reporting had been labour-intensive and lacked analytical support.

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We solved that with the automated tackling of these key questions (and many others):

• How many customers visits could be attributed to each media type?
• What was the optimal marketing mix and investment level by media type? 
• What were the best performing promotions? 
• What was the true sales and margin uplift for each promotion?
• What were the best and worst-performing promotions in each category, campaign type and store?

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The Sellforte software identified a potential promotion ROI uplift of 5% and our marketing analysis pinpointed those activities that would deliver it.

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“I, of course, get better business results, for sure, but then, on the other hand, I’m equally satisfied with the self-development of the team members. The content of their work is improving.” Susanna Ottila, Director at Stockmann Delicatessen

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Download the case study to find out what they were.

Marketing Analytics

Promotion Effectiveness