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The Swedish Monopoly - age control 4th European Alcohol Policy Conference June 22

The Swedish Monopoly - age control 4th European Alcohol Policy Conference June 22. SWEDEN Population: 9,256,000 Name: Systembolaget Opinion support: 64% Customer satisfaction: 77% Age limit: 20 years Consumption per capita *) : 7.1 liters Sales volume **) : 417,267,000 liters

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The Swedish Monopoly - age control 4th European Alcohol Policy Conference June 22

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  1. The Swedish Monopoly - age control 4th European Alcohol Policy Conference June 22

  2. SWEDEN • Population: 9,256,000 • Name: Systembolaget • Opinion support: 64% • Customer satisfaction: 77% • Age limit: 20 years • Consumption per capita*): 7.1 liters • Sales volume**): 417,267,000 liters • Turnover: USD 3,236,100,000 • Skriv tekst her… *) Registered and unregistered consumption of pure alcohol, including tax free, own brewing and smuggling. *) Including beer < 4.75 alc % 2

  3. Registered alcohol consumption in Europe, Canada and the USMeasured in liters of pure alcohol consumed per capita in a given year, according to the most recent data from the WHO (source: Wikipedia) 3

  4. The Nordic SolutionStrong focus on restrictions • State owned companies with exclusive right to retail alcohol • Absence of private profit motive • Strong belief in limiting alcohol harm by restrictive accessibility thus limiting total alcohol consumption • Brand neutral • Limited number of stores and opening hours • No sales to minors, intoxicated or anyone buying on behalf of minors/intoxicated • Campaigns on preventing underage drinking with focus on producing ID when under 25 years of age • No marketing allowed • Information on the harm caused by alcohol • Our citizens do not regard alcohol as an ordinary commodity and value social control more than convenience and free access to alcohol. 4

  5. The Nordic Solution … and customer service Fierce internal competition Store of the year Balanced scorecard Mystery shoppers Strict productivity goals Outstanding customer service Service Standards. Meeting customer need based on expert advise. Education of staff Limiting harm while providing outstanding service Modern shop-concept Tidy self-service stores Modern and responsible image Nice ambiance Broad product range Depth and breatdh All wine regions represented Profitable Product quality Corporate Social Responsibility Absence of profit motive. Ethical Trade (Nordic cooperation) Environment. Mulitichannel retailing Integrated multichannel concept Easy to shop Easy yo navigate

  6. The most important job is done in our stores • Before selling alcohol we request ID if the customer appears to be younger than 25 years of age • We only sell when the customer can verify his or her age • We question or deny purchase if we suspect that the products will be resold to young people

  7. We measure how well we accomplish to request ID from young customers • Independent company • The result is a key figure in our balanced scorecard • The mystery shoppers are 20-24 years of age • 6300 tests and feedback from each one

  8. Result

  9. Our training and how we maintain good results • Training new employees • Introduction program during the first year consisting of theoretical and practical training • Interactive course on the computer • Test on the alcohol policy and how to manage situations involving our selling rules • Training all employees • Information on the intranet • Competitions in guessing peoples age from pictures • Continuously transparent reporting of results from the mystery shopping, feedback and coaching individually • Cooperation with the police and in some cases, social workers

  10. Our ambition is also to inform the public and change attitudes towards drinking • Ads in daily papers • TV commercials • Posters on a special wall in all our stores • Printed information in every store • Cinema commercials • www.systembolaget.se Do you want help to resist any attempt to get You to buy alcohol to a teenager? Visit www.systembolaget.se

  11. Teenagers and alcohol Systembolaget, the Swedish Alcohol Retail Monopoly, exists for one reason only: To minimize alcohol-related problems by selling alcohol in a responsible way Our most important task is to prevent people younger than 20 years of age from buying alcohol.

  12. Systembolaget, utveckling nyckeltal Opinionsindex – stödet för Systembolaget ökar Nöjd Medarbetar-index ökar Nöjd Kund-index – Kunderna allt nöjdare Ålderskontroll – ny metod 2007 Produktiviteten i butik ökar (arbetsenheter per dagsverke) Nöjd Kund-index – Jämförelse dagligvarubutik 2009) Systembolaget Hemköp Willys Coop ICA VI

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