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Frontpage Year 2010 K-plussa

K-Plussa is the most extensive customer loyalty programme in Finland

The most extensive and diverse customer loyalty programme in Finland provides K-Plussa customers with benefits from more than 3,000 outlets and over 40 business partners. Local K-retailers and the K-Group chains also offer special benefits and services to their K-Plussa customers.

In 2010, the K-Plussa customer loyalty programme gained over 170,000 new customers. Approximately 2.1 million households are in the sphere of customer loyalty benefits.

By concentrating their purchases, K-Plussa customers get benefits and services that are based on their needs and shopping behaviour. The K-Plussa customer loyalty system operates on three levels: benefits granted to customers are either store-specific, chain-specific or provided across the entire K-Plussa network. Targeted marketing communications and special offers in electronic channels in particular were further increased in 2010.

By concentrating their purchases, K-Plussa customers get benefits and services that are based on their needs and shopping behaviour. The K-Plussa customer loyalty system operates on three levels: benefits granted to customers are either store-specific, chain-specific or provided across the entire K-Plussa network. Targeted marketing communications and special offers as well as electronic channels gained more importance in 2009 at all three levels of the K-Plussa customer loyalty programme.

Retailers cater for customers

Customer information obtained via the K-Plussa card is used in planning store-specific selections and services and in targeting the store's marketing messages. Targeted marketing carried out by the retailers both in electronic and traditional media is cost-efficient and attracts much attention. Results obtained from special benefits and events targeted to customers are extremely good.

K-Group chains' operations are based on customer information

At the chain level, customer information obtained via K-Plussa is leveraged in store network planning, concept development, and in building the chains' selections and services. Many chains have loyalty schemes targeted for their important customer groups, such as Kodin Ykkönen's Ykkösasiakas programme.

Benefits for all K-Plussa customers

K-Plussa offers significant benefits available for all customers: each month hundreds of topical K-Plussa offers, which always give customers a benefit of at least 10%, provided at the checkout. By centralising their purchases in the K-Plussa network, customers also receive a benefit of up to 5% in the form of K-Plussa points.

The importance of targeted electronic communications continues to grow. Customers can choose which chains or areas of interest they want to have electronic communications from. K-Group chains and stores also approach their customers with personal e-mail offers. Customers can deposit their K-Plussa points in their bank account with any bank. Since spring 2010, K-Plussa customers have also been able to order their K-Plussa points notice direct to their electronic mail service instead of receiving a paper copy.

The K-Group's customer magazine Pirkka, the most widely read magazine in Finland, is distributed to every home. The magazine contains articles on cooking, fashion and interior decoration, for example, as well as benefits and special offers to K-Plussa customers.

New partners to the K-Plussa network

K-Plussa benefits are available from more than 3,000 outlets and over 40 business partners. In May 2010, the Restel hotel and restaurant network became a new K-Plussa partner. The network consists of some 200 restaurants and nearly 50 hotels and spas throughout Finland.

More than 170,000 new K-Plussa customers

In 2010, the K-Plussa customer loyalty programme gained more than 170,000 new customers. There are over 3.6 million K-Plussa customers.

Customers can attach the K-Plussa feature to their OP-Pohjola debit cards, credit cards and Visa Electron cards, as well as to Nordea and Sampo Bank Visa Electron cards. There are nearly 900,000 co-branding cards.

Customer information and programmes play a key role in business planning. In the K-Group, customer information is collected and analysed by K-Plus Oy.

Customers' privacy protection is ensured when customer information is collected and made use of. K-Plus Oy processes customers' purchasing data on the sum total or product group level. Anonymous receipt line level purchasing data may also be used.