the swedish monopoly - age control 4th european alcohol policy conference june 22
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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 - PowerPoint PPT PresentationTRANSCRIPT
The Swedish Monopoly - age
control
4th European Alcohol Policy Conference
June 22
2
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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
*) Registered and unregistered consumption of pure alcohol, including tax free, own brewing and smuggling.*) Including beer < 4.75 alc %
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Registered alcohol consumption in Europe, Canada and the US
Measured in liters of pure alcohol consumed per capita in a given year, according to the most recent
data from the WHO (source: Wikipedia)
The Nordic Solution
Strong focus on restrictions
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• 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.
Limiting harm while providing
outstanding service
Outstanding customer service
Service Standards.Meeting customer needbased on expert advise.
Education of staff
Broad product range
Depth and breatdhAll wine regions represented
ProfitableProduct quality
Modern shop-concept
Tidy self-service storesModern and responsible image
Nice ambiance
Mulitichannel retailing
Integrated multichannel conceptEasy to shop
Easy yo navigate
Corporate Social Responsibility
Absence of profit motive.Ethical Trade (Nordic cooperation)
Environment.
Fierce internal competition
Store of the yearBalanced scorecardMystery shoppers
Strict productivity goals
The Nordic Solution … and customer service
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
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
Result
96%
93%
90%
86%
83%
90%
96% 95%
93%92%
93%93%
60%
65%
70%
75%
80%
85%
90%
95%
100%
20 21 22 23 24 Total
ID control
Age (shopper)
Age control 2008 and 2009
2008
2009
• 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
Our training and how we maintain good results
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.s
e
Teenagers and alcohol
Systembolaget, the Swedish Alcohol Retail Monopoly, exists
for one reason only:
To minimize alcohol-relatedproblems by selling alcohol in aresponsible way
Our most important taskis to prevent people younger than 20 years of age from buying alcohol.
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Systembolaget, utveckling nyckeltal
Nöjd Kund-index – Kunderna allt nöjdare
Nöjd Kund-index – Jämförelse dagligvarubutik 2009)
Nöjd Medarbetar-index ökar
Opinionsindex – stödet för Systembolaget ökar
Syste
mb
ola
ge
t
Will
ys
Produktiviteten i butik ökar (arbetsenheter per dagsverke)
Hem
köp VIICA
Coop
Ålderskontroll – ny metod 2007
65
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
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75
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
66
68
70
72
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
600
650
700
750
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850
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
600
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850
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
70%
75%
80%
85%
90%
95%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
70%
75%
80%
85%
90%
95%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010