my stockmann

Juuso Andersin / Jukka Manni / Roope Kolu

Design Strategy and Innovation
Aalto University
Fall 2015

HISTORY OF STOCKMANN
Stockmann is a department store, founded in 1862 by German merchant
Georg Franz Heinrich Stockmann. Stockmann have had an immensive effect
on Finnish history by moving Finland closer to modern Europe. Stockmann
is known of having the first escalators in Finland and as a host of the first
national television broadcast. Stockmann can also be considered as the
first actor that focused on the user experience and is still known of several
Stockmann-like factors like the elevator-girls.

RETAIL IN CHANGE
Many areas of retail and services are under big
reformation and new ways of paying and using
services are taken into use. Business is not any more
working only in traditional way when the customer
pay first by cash or card and then gets what he/she
paid for. More and more automatic and recurrent
transaction methods are used mostly on the internet/
application based services. When people get more
familiar with these new ways of paying the revolution
of retail will start. Usually people are willing to pay
constant fee of the things that they do several times
a week. Those are for example bus tickets (HSL), gym
membership (Esport), movies and series (Netflix),
computer programs (Adobe CC) and music (Spotify)
and many more. There are many areas where this new
transaction methods or continuous membership fees
are not taken into use yet. The possible services could
be related to eating, sports, working, commuting, and
other activities. One challenge would be to lower the
threshold of joining and creating the feeling that the
customer is not married with the service provider.
Especially younger generations are more eager to

have control of their lives and want to retain freedom

to select what services and products they buy. They are
also less brand loyal and that makes it more challenging
for traditional companies to get these people to buy.
All the products these days are shown and reviewed
on the web and even the prices are lowest on the web
stores. Therefore it doesnt make that much sense to
use a lot of valuable physical space to show the same
products live in the department stores. Question is how
to get people out from the web stores and to make
them buy your companys products and services and
be loyal to your brand? How to provide something that
the web stores can not provide? Answer is actually
pretty simple. By providing people with experiences
and activating them to use the products and services
as essential part of their life. Companies should let
people to use the products and services in real life
and let customers to make the decision of purchase
by themselves. The company that provides the best
experiences will be the winner in this game.

FUTURE OF STOCKMANN
Moving the focus away from the traditional model of selling goods
Enhancing the user experience
Simplifying the portfolio of offerings
Taking trends into the DNA of Stockmann
Continuous evolution
Being the early adaptor
Stepping out from the building
Activating people

mySTOCKMANN
When joining into My Stockmann, customer creates
an own profile with credit card details for automatic
and easy transactions. Transaction method could be
compared to the services like Spotify and Netflix.
Customer selects the services that he/she wants to
join in from the categories of e.g. Activities, Work and
Food. To improve the feeling of freedom and control
the customer can always modify his/her own selection
and by that way to control how much money will be
transferred automatically. Transaction happens weekly
instead of monthly to decrease the negative feeling of
engaging with the big corporation.
Experiences are in the essential role in My Stockmann
and and the co-operative brands are activated to take
bigger role in providing the services where they have
possibility to do marketing of their own products. This
requires Stockmann to make deeper collaboration

with the brands and create the new services together

with them. Constant evolution of the services is in
very important role when getting people to engage
with Stockmann. Its necessary to renew and improve
services all the time to get customer happily surprised
over and over again.
When joining in My Stockmanns services, customers
are introduced with many high quality and well
selected products that are closely related to the topic
of the service. When starting a Nike running school,
customer can buy new running shoes when he/she
needs them. Professional service providers from Nike
help the customer to select the right shoes and let
him/her to try shoes before making the final decision.
Since the running school is mostly about learning the
right technique and planning the training, the products
are not in the core of the running school.

SERVICE MODEL
CATEGORY 1

CATEGORY 2

CATEGORY 3

CUSTOMIZED SERVICE
PACKAGE

CUSTOMER

Automatic weekly transaction

according to the selected
services

SERVICE X
STOCKMANN

BRAND X

Providing platform
and spaces

Facilitating Service X
Marketing Products X
Service X

Product X

Automatic
transaction

Customer of Service X
Potential customer of Product X

Key Partners

Key Activities
Provide new experiences to
customers

Stockmann is partnering with

different brands that are both
upcoming and steadily valuable.

Provide a platform that brings

brands and consumers together

The main direction is to partner

mainly with nordic brands, building
an image of new nordic.

Maintain affordability by providing

different levels of activities and
services

There are also some brands

coming outside of Scandinavia
that are included in the service
portfolio (such as Nike).

Value Proposition

Customer
Relationships

Main focus is to deliver variable

services hosted by Key Partners.

Customers are the most important

asset of Stockmann.

Continuos evolution of the service

offering is crucial in enabling new
and interesting experiences
continuosly (giving a reason for
customers to come back).

Its valuable to offer services that are

valuable for customers in many
ways.

Customer
Segments
Stockmanns target consumers
include people seeking new
experiences.

The main focus is to offer spaces for

customers to spend time.

Main focus is to deliver variable

services hosted by Key Partners.
Continuos evolution of the service
offering is crucial in enabling new
and interesting experiences
continuosly (giving a reason for
customers to come back).

Key Resources

Example partners:
- Iittala
- Acne
- Suunto
- Halti
- Lumene
- Anton & Anton
- Diacor

o Stockmann as a platform

Superior knowledge and know-how

from the Key partners.

o Key Partners

Central location
Stockmanns long history

Cost Structure
Stockmanns new cost structure is a mixture of cost driven and value drive.
o Costs:
- salaries
- utilities
- advertisement
- maintainance of properties

Channels

Revenue Streams
o Selling services

o Getting money from the products sold by the Partner companies

- Generation X
- Generation Y
- Generation Z

EXAMPLE CUSTOMERS
WITH THEIR SELECTIONS FROM
mySTOCKMANN SERVICE OFFERING

THOMAS WILN

name:
gender:
age:
occupation:
residency:

Thomas
male
42 (1973)
engineer
Espoo

Thomas is a sporty
engineer. He feels like
he needs exercise to
balance his days in the
office. Thomas likes to
eat healthy.

NIKE running school

Improve your running
technique with help of
the NIKE professionals
Have personal training
sessions and planning
Improve your
knowledge of athletes
nutritions

add to my Stockmann
(213)

DIACOR health program

Participate in the
continuous health
program to improve
your life.
Professionals from
Diacor help and guide
you to healthier and
more balanced lifestyle.

add to my Stockmann
(185)

HACKMANN cooking school

Learn to create healthy
and delicious food from
fresh and organic
ingredients
Improve your cooking
skills in the weekly
master chefs
workshops

add to my Stockmann
(97)

JUULIA NIEMI

name:
gender:
age:
occupation:
residency:

Juulia
woman
29 (1986)
designer
Helsinki

Juulia is a busy
co-founder of a startup
and a mom of two small
kids. She does yoga to
keep her mind in
balance.

BO CONCEPT workspace
Work remotely and have
flexibility to invite
business partners to the
meetings
Peaceful and inspiring
workstations
Co-creation rooms for
workshops
24h access

add to my Stockmann
(185)

KENWOOD smoothie bar

Make your own
smoothie when ever
feeling like it.
Choose from over 50
ingredients including
fresh fruits and
vegetables
Open 6:00 - 21:00

add to my Stockmann
(132)

SHAKTA morning yoga

Morning yoga wakes
you up better than coffee
Provided by Shakta yoga
school
Suitable for both beginners and more experienced yogists

add to my Stockmann
(79)

ANNA FALCK

name:
gender:
age:
occupation:
residency:

Anna
woman
17 (1998)
student
Helsinki

Anna is an outgoing girl,

studing in High School.
She is really into fashion
and is highly concious
about new trends.

ACNE fashion workshop

Meet the visiting fashion
professionals and learn
new things about trends,
collections and styles
Create your own
garments with help of
the top fashion
designers

add to my Stockmann
(67)

HALTI kayaking course

See the coastline of
Helsinki from the other
side
Learn the basics of
kayaking by
experiencing with help
of the Halti instructors

add to my Stockmann
(103)

STARBUCKS coffee lounge

Get full access to the
Finlands fanciest coffee
lounge with the most
premium roasts of
coffees
Create your own
favourite coffees from
the best ingredients
Learn coffee making
with our world class
baristas

add to my Stockmann
(703)

USER INTERFACE

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