SuperbrandS Finland 96 Market Reading is very
Market Reading is very popular in Finland. In comparison to other EU citizens, Finns are ranked second most active in reading books and newspapers, and come first in the usage of libraries. The book business in Finland is a relatively stable market with no signs of rapid growth. While the majority of book distribution is channelled through bookstores, hypermarkets and book clubs, sales through the internet are increasing. Book sales totalled about €500 million in 2004. With a share of nearly 20%, Suomalainen Kirjakauppa is the domestic market leader and the strongest brand in book retail. In June, 2005, a total of 59 Suomalainen bookstores were fully operational in Finland. The company’s net sales in 2004 were €129.7 million. Book sales accounted for 70% of the figure and the remaining 30% includes annual magazine subscriptions, office supplies, calendars and diaries, calculators and stationery. The company employs approximately 800 people. Achievements Suomalainen Kirjakauppa has played an active role in the introduction of the pocket book cul-
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ture in Finland. In autumn 2001, the company was the first to establish a paperback store in Finland. Currently there are two Reader’s stores selling a wide range of pocket editions. Suomalainen values its skilful staff and therefore has contributed to modern training methods. In 2004, the company launched ESKO, a customised eLearning tool for its personnel. This special training programme is designed for personnel in retail and it was the first one of its kind in Finland to be performed in an electronic learning environment. Over 700 members of Suomalainen’s staff have already participated in the training. ESKO has lowered the company’s overall training costs and increased sales targets within the first year. The successful project was recognised with the SanomaWSOY Award in January 2005. The positive and effective result of ESKO has convinced Suomalainen Kirjakauppa to continue the eLearning programmes in the future. History Suomalainen Kirjakauppa was founded in 1912 to meet the needs of Finnish students in their academic pursuits. In 1924, the company became a subsidiary of Rautakirja Group,
which now belongs to the SanomaWSOY Group. There was only one shop in Helsinki for decades. The most vigorous period of expansion was seen during the late 1980s and into the ‘90s, when Suomalainen Kirjakauppa grew dynamically to become Finland’s largest nationwide chain of bookstores. In 1999, the online bookstore, Suomalainen.com, was established to provide consumer with the convenience of open shopping hours and an even wider mix of products and services. Product The highly skilled staff, up-to-date shops and modern data applications support Suomalainen Kirjakauppa ability to supply customers throughout Finland with products from a broad-based range through its chain of retail stores, online bookstore and via its Saleson-order service. Suomalainen bookstores are to be found in all the larger centres of population throughout Finland. The online store Suomalainen.com, has an extensive selection of 100,000 domestic titles and more than three million English-language
titles plus 30,000 Finnish and international magazines on subscription. The Sales-on-order unit offers comprehensive service to companies, organizations and other major customers. By concentrating their purchases, contract customers can benefit from a one-stop shop with personal assistance and online services, which saves time and money. In addition to the 59 Suomalainen Kirjakauppa outlets the company has five Yliopistokirjakauppa i.e. bookstores operating in conjunction with universities and colleges for further education. Besides the two Reader’s paperback stores, the company has Lukiolaisten Kirjakauppa specialised in providing direct service to high-school students mainly through its online bookstore. Recent Developments After the turn of the millennium, Suomalainen restructured its store concept to suit the needs of modern consumers and specifically book buyers. The company wanted to be seen primarily as a bookstore but at the same time it put weight on the different customer segments and developed its product range according their requirements. New investments and store renovations are an essential part of the chain’s strategy. Suomalainen plans to further improve its network of shops in places with growth potential
ways: a book can help you to learn, it can make you laugh or cry, it gives you comfort and entertains you – in all it covers all aspects of life whether in fiction or non-fiction. Reading is a part of everyday living, and it’s not important what you read but it’s reading itself that counts. Suomalainen Kirjakauppa is a bookstore for everyone, which is why virtually all Finnish households receive from six to eight Suomalainen brochures annually. The highlight of the year is the popular Christmas catalogue, which is aimed at giving the consumer a broad selection of what the company has to offer. In spite of the comprehensive coverage by print advertising, the most important part of marketing is done in a Suomalainen store. The company continuously develops its store con-
and where masses meet e.g. shopping centres. The concept development is a continuous process of refinement. In 2005, Suomalainen Kirjakauppa launched customer loyalty programmes for frequent book buyers and students. Membership is free of charge and it offers benefits such as discounts on products by Suomalainen and its partner companies. The novelties gained quick success and were welcomed by customers with positive feedback. Promotion Although the Suomalainen brand offers a wide range of services and products, it wants to emphasize its image as a book store in particular. It wants to say that reading has many functions and affects people’s lives in various
cept to be more client-oriented. As an increasing number of purchasing decisions are made on-the-spot, the display of products and the store milieu have significant impacts in making the final sale. In addition professional, resourceful and friendly employees are vital in meeting the needs of a customer. Brand Values As the leading nationwide bookstore chain, Suomalainen Kirjakauppa seeks to get as close as possible to its customers, understanding their needs as the basis, striving for diversity in range and flexibility in its operations, and always keeping a finger on the pulse of the time and the market. The brand wishes to be seen as friendly, close and active – a bookstore that welcomes each and every person.
Things you didn’t know about… Suomalainen Kirjakauppa • In 2004, Suomalainen Kirjakauppa sold close to five million books, which equals about one book per capita. • Suomalainen Kirjakauppa has a chain of four bookstores in Estonia named Apollo Raamatud. • Suomalainen Kirjakauppa is a partner of Save the Children Finland (Pelastakaa Lapset ry). The company has co-operated with the organization since 1996. One of the campaigns includes providing school books for young students from lowincome backgrounds. www.suomalainen.com
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ture in Finland. In autumn 2001, the company was the first to establish a paperback store in Finland. Currently there are two Reader’s stores selling a wide range of pocket editions. Suomalainen values its skilful staff and therefore has contributed to modern training methods. In 2004, the company launched ESKO, a customised eLearning tool for its personnel. This special training programme is designed for personnel in retail and it was the first one of its kind in Finland to be performed in an electronic learning environment. Over 700 members of Suomalainen’s staff have already participated in the training. ESKO has lowered the company’s overall training costs and increased sales targets within the first year. The successful project was recognised with the SanomaWSOY Award in January 2005. The positive and effective result of ESKO has convinced Suomalainen Kirjakauppa to continue the eLearning programmes in the future. History Suomalainen Kirjakauppa was founded in 1912 to meet the needs of Finnish students in their academic pursuits. In 1924, the company became a subsidiary of Rautakirja Group,
which now belongs to the SanomaWSOY Group. There was only one shop in Helsinki for decades. The most vigorous period of expansion was seen during the late 1980s and into the ‘90s, when Suomalainen Kirjakauppa grew dynamically to become Finland’s largest nationwide chain of bookstores. In 1999, the online bookstore, Suomalainen.com, was established to provide consumer with the convenience of open shopping hours and an even wider mix of products and services. Product The highly skilled staff, up-to-date shops and modern data applications support Suomalainen Kirjakauppa ability to supply customers throughout Finland with products from a broad-based range through its chain of retail stores, online bookstore and via its Saleson-order service. Suomalainen bookstores are to be found in all the larger centres of population throughout Finland. The online store Suomalainen.com, has an extensive selection of 100,000 domestic titles and more than three million English-language
titles plus 30,000 Finnish and international magazines on subscription. The Sales-on-order unit offers comprehensive service to companies, organizations and other major customers. By concentrating their purchases, contract customers can benefit from a one-stop shop with personal assistance and online services, which saves time and money. In addition to the 59 Suomalainen Kirjakauppa outlets the company has five Yliopistokirjakauppa i.e. bookstores operating in conjunction with universities and colleges for further education. Besides the two Reader’s paperback stores, the company has Lukiolaisten Kirjakauppa specialised in providing direct service to high-school students mainly through its online bookstore. Recent Developments After the turn of the millennium, Suomalainen restructured its store concept to suit the needs of modern consumers and specifically book buyers. The company wanted to be seen primarily as a bookstore but at the same time it put weight on the different customer segments and developed its product range according their requirements. New investments and store renovations are an essential part of the chain’s strategy. Suomalainen plans to further improve its network of shops in places with growth potential
ways: a book can help you to learn, it can make you laugh or cry, it gives you comfort and entertains you – in all it covers all aspects of life whether in fiction or non-fiction. Reading is a part of everyday living, and it’s not important what you read but it’s reading itself that counts. Suomalainen Kirjakauppa is a bookstore for everyone, which is why virtually all Finnish households receive from six to eight Suomalainen brochures annually. The highlight of the year is the popular Christmas catalogue, which is aimed at giving the consumer a broad selection of what the company has to offer. In spite of the comprehensive coverage by print advertising, the most important part of marketing is done in a Suomalainen store. The company continuously develops its store con-
and where masses meet e.g. shopping centres. The concept development is a continuous process of refinement. In 2005, Suomalainen Kirjakauppa launched customer loyalty programmes for frequent book buyers and students. Membership is free of charge and it offers benefits such as discounts on products by Suomalainen and its partner companies. The novelties gained quick success and were welcomed by customers with positive feedback. Promotion Although the Suomalainen brand offers a wide range of services and products, it wants to emphasize its image as a book store in particular. It wants to say that reading has many functions and affects people’s lives in various
cept to be more client-oriented. As an increasing number of purchasing decisions are made on-the-spot, the display of products and the store milieu have significant impacts in making the final sale. In addition professional, resourceful and friendly employees are vital in meeting the needs of a customer. Brand Values As the leading nationwide bookstore chain, Suomalainen Kirjakauppa seeks to get as close as possible to its customers, understanding their needs as the basis, striving for diversity in range and flexibility in its operations, and always keeping a finger on the pulse of the time and the market. The brand wishes to be seen as friendly, close and active – a bookstore that welcomes each and every person.
Things you didn’t know about… Suomalainen Kirjakauppa • In 2004, Suomalainen Kirjakauppa sold close to five million books, which equals about one book per capita. • Suomalainen Kirjakauppa has a chain of four bookstores in Estonia named Apollo Raamatud. • Suomalainen Kirjakauppa is a partner of Save the Children Finland (Pelastakaa Lapset ry). The company has co-operated with the organization since 1996. One of the campaigns includes providing school books for young students from lowincome backgrounds. www.suomalainen.com
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