Stockmann: New Nordic

7/24/2019 Stockmann: New Nordic

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N E W N O R D I C

S T O C K M A N N

S A M I H U U S K O N E N X M I N G U N N A N D E R S E N


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M E N U

1. Facts from Stockmann

2. Generation X, Y, Z

3. Nature as a metaphor

4. New Nordic

5. Concepts

6. Sources


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W E P L A C E I N S P I R AT I O N A L C U S T O M E R

E X P E R I E N C E AT T H E C O R E

S T O C K M A N N 2 0 1 4 :


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O M N I C H A N N E L R E TA I L I N G

S T O C K M A N N : S T R A T E G I C F O C U S A R E A S 2 0 1 3 - 2 0 1 6


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FA C T S F R O M T H E A N N U A L

R E P O R T O F S T O C K M A N N

We found some directions to our concept

creation in the department store experience

approach when reading through the annual

reports of Stockmann. The shift of strategy shows

some signs of moving more towards the

customer experience approach.

Core values (2011) of Stockmann concerning

customer orientation: We earn money only by

offering benefits the customer perceives as real

and better than those of our competitors. The

sum total of these benefits is high customer

satisfaction and loyalty. Competitive pricing,reliable quality and good customer service are

vital elements in achieving these goals.

In 2012 annual report it emphasizes the customer

orientation and excellence in customer service,

which has been one of the key elements in

Stockmann shopping. In 2013 it is mentioned as

well, but also global trends and omnichannel

retailing are brought more on the table as well astrends of new payment methods, busy lifestyles

and aging population. In the annual report from

2014 it says Stockmann is putting customer

experience to their core. With 8,4 million loyal

customers it really matters and especially for

upcoming, new younger customers.

Stockmann retail website was launched in

Finland autumn 2010 and from there it has grown

annually also including mobile shopping.


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T H E Y A R E I N C O N S TA N T S E A R C H F O R N E W

H O R I Z O N S , E X P E R I E N C E S A N D E X C I T E M E N T.

M I L L E N N I A L S A R E R E A L E X P L O R E R S .


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S H O P P I N G B E H A V I O R A C C O R D I N GT O G E N E R AT I O N X , Y, Z

A change in shopping behavior between the

generations has been strongly influenced by thetechnological evolution since 1990s onward.

Generation Xs shopping behavior is more

towards brick & mortar stores including an

interest in online retail. Generation Y is already

more integrated to mobile and online shopping,

and Generation Z can be seen as diginatives.

Also attitude towards products and services has

shifted more towards experience economy ongeneration Z. The diginatives of Generation Z

like to experience more holistic and seamless

shopping between in-store and online. Also the

experience of the service and in-shop feeling

matters more than for Gen X and beyond.


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L I N D A M A N Z I A R I S , 1 4 Y O L D E N T R E P R E N E U R

I think our generation is really socially conscious,

environmentally friendly and they are really globalthinkers

T R E N D : R E B E L S W I T H A C A U S E
https://youtu.be/h11u3vtcpaY?t=8m55s


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Its like logging out of reality

L O G A N L A P L A N T E ( 1 3 ) , T E D T A L K S

T R E N D : E S C A P I S M
https://youtu.be/h11u3vtcpaY?t=8m55shttps://youtu.be/h11u3vtcpaY?t=8m55shttps://youtu.be/h11u3vtcpaY?t=8m55shttps://youtu.be/h11u3vtcpaY?t=8m55s


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N AT U R E A S A M E TA P H O R


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L AY E R E D E X P E R I E N C ED I F F E R E N T P E R S P E C T I V E S G I V E S A


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T H E N E W N O R D I CN A T U R E P L A Y S A N I M P O R TA N T R O L E I N
https://youtu.be/nnv9HvZIf5Y


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I T S A L L A B O U T T H E F O R A G I N G

N E W N O R D I C C U I S I N E
https://youtu.be/nnv9HvZIf5Yhttps://youtu.be/nnv9HvZIf5Yhttps://youtu.be/nnv9HvZIf5Yhttps://vimeo.com/139528429


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N E W N O R D I C

C U I S I N E

In November 2004, nordic chefs, food writers

and other food professionals gathered to discuss

the potential for developing a new nordic food

culture. The meeting resulted in a 10-point

manifesto outlining how best to develop this

new nordic cuisine. - New Nordic CuisineBooklet

We believe the use of the ten points in the

manifesto can be expanded beyond the kitchen.

From the manifesto we chose a couple of points

we found as universal principles of the New

Nordic. From these we derived three main valuesthat work as our framing for Stockmann New

Nordic.
http://nynordiskmad.org/fileadmin/webmasterfiles/PDF/Ny_Nordisk_Mad_Low.pdfhttps://vimeo.com/139528429


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N E W N O R D I C M A N I F E S T O

1) To express the purity, freshness, simplicity and ethics we wish to associate to our region.

2) To reflect the changes of the seasonsin the meal we make.

3) To base our cooking on ingredients and producewhose characteristics are particularly in our climates,

landscapes and waters.

4) To combine the demand for good taste with modern knowledge of health and well-being.

5) To promote Nordic products and the variety of Nordic producers - and to spread the word about their

underlying cultures.

6) To promote animal welfare and a sound production process in our seas, on our farmland and in the wild.

7) To develop potentially new applications of traditional Nordic food products.

8)To combine the best in Nordiccookery and culinary traditionswith impulses from abroad.

9) To combine local self-sufficiency with regional sharing of high-quality products.

10) To join forceswith consumer representatives, other cooking craftsmen, agriculture, fishing, food, retail and

wholesales industries, researchers, teachers, politicians and authorities on this project for the benefit and

advantage of everyone in the Nordic countries.


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E T H I C A L


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S E A S O N A L


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S T O R Y T E L L I N G


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C O N T E N T


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D E S I G N E R S P R E S E N T I N G O N S I T E

S P E C I A L E V E N T S :


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A P H Y S I C A L

O N L I N E S T O R E

Stockman Nordic lounge is a separated area with

a themed curated selection of Nordic designer

products for home. The lounge works

simultaneously as an exhibition, relaxation area,

caf with simple servings, and a physical online

store. The lounge consists of different productssuch as chairs and tables, vases or kitchen towels

with beacon-technology.

The beacons allow the customers to read more

about and purchase the products they are

interested in simply by having their phone close

to the product.

The products are displayed in a more relaxed

environment, mimicking a living room setting,

allowing the customers a more natural

interaction and experience of the products.


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S T O R Y T E L L I N G

Beacons are connected to a cloud service that

displays the the story behind the product and

the designer via mobile application. This also

enables to contact the designer directly in case

the customer is interested in a personalized

product. For example adding different featureslike different patterns or colors for cushions.

On special events, for example the opening

event of the new collection, some designers will

be presenting their story directly in the Nordic

Lounge.


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The collections in the Nordic Lounge is curated

in accordance to a theme for each season. By the

end of a season an auction is taken place to sell

off the display products. Seasonal products give

more frequent visitors and also stock value can

be kept low.

S E A S O N A L


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E T H I C A L

In order to be in line with the New Nordic

values, all products in the Nordic Lounge

must follow certain ethical guidelines.

Everything including the origins of the

materials, working conditions of the makers

involved and the carbon footprint of the

transport methods used must be overseen

to make sure they are truly sustainable -

both environmental and social.
https://vimeo.com/70848522


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U R B A N FA R M & R E S TA U R A N T

S T O C K M A N U R B A N F O R E S T
https://vimeo.com/70848522https://vimeo.com/70848522https://vimeo.com/70848522


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T H E N O R D I C R E G I O NE X P L O R I N G T H E E D I B L E P O T E N T I A L O F


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U R B A N F A R M X

R E S T A U R A N T

Stockmann Urban Forest is a

connected restaurant and an urban

farm. The guests are immersed in a

green environment, eating tomatoes,

salads and blueberries grown around

them or just above their head.

The restaurant aim to explore the

edible potential of the Nordic

region. Embodying the New Nordic

Cuisine serving the best and most

innovative dishes within the realm of

the New Nordic.
http://nordicfoodlab.org/blog/2015/5/18/beyond-new-nordic


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W O R K S H O P X S T O R EU R B A N F A R M I N G


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W O R K S H O P X

U R B A N F A R M I N G

S T O R E

There is a growing interest for urban farming,

which can be seen in the growing amount of

products meant for the purpose. The restaurant

workers will gain a great knowledge of how to

maintain an urban farm. To share the knowledge

the Urban Forest will hold urban farmingworkshops which customers can to sign up and

pay for. These workshops will also be filmed and

made available online, only for premium loyalty

members. All products used in the Urban Forest

will as in the Nordic Lounge be marked with

beacons, making them immediately available for

online purchase.


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E T H I C A L

Exactly as for the Nordic Lounge, the ethics of

the Urban Forest covers both social and

environmental sustainability. With special care

taken to animal welfare and environmentalsustainability. The urban farm functions not only

as hyper-local source of ingredients, but has also

an educational value promoting urban farming

as a lifestyle. Other ingredients used in the

restaurant should be to the extent it is possible;

in season, locally/regionally produced, and of

course produced in the most sustainable waypossible.


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The seasonal theme is the same for the Urban

Forest as it is for the Nordic lounge, creating a

cohesive story between the two concepts. Not

only does the menu change in accordance to the

theme and what products are in season, there

will also be a new head chef for each season

curating the new menu. The seasonal changes

also affects the produce in the urban farm, but

not necessarily in accordance to the produce

that is actually in season. As the urban farm will

be an artificial environment, nearly any plant can

be grown at any given time. How about some

fresh blueberries in December?

S E A S O N A L


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S T O R Y T E L L I N GFor every new season Stockmann

Urban forest will publish a new digital

magazine telling the story of the

seasons theme, the seasons menu

and ingredients. The magazine will

be a source of news and inspirationfor food-gurus, function as an

advertisement for the restaurant, tell

the story of everything being served,

and also simply work as a menu in

the restaurant. In case the customers

do not have their own smart devices,

iPads will be available to borrow inthe restaurant.


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N E W N O R D I C

S T O C K M A N N


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S O U R C E S

Generations

http://www.theglobeandmail.com/life/giving/generation-z-the-kids-wholl-save-the-world/article20790237/?page=all

http://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html

https://iei.ncsu.edu/wp-content/uploads/2013/01/GenZConsumers.pdf

http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/

http://www.minodes.com/blog/its-all-about-gen-y-part-2

New Nordic

http://newnordicfood.org/fileadmin/webmasterfiles/Arkiv/filer/WEB_NNMs-halvtidsrapport.pdf

http://nordicfoodlab.org/

http://nordicfoodlab.org/blog/2015/5/18/beyond-new-nordic

http://newnordicfood.org/en/

http://www.kneip.no/

http://www.aftenposten.no/kultur/k-magasinet/De-vever-bilder-til-museer-og-lager-tallerkener-til-Michelin-restauranter-Unge-

kunstnere--gir-norsk-kunsthandverk-vind-i-seilene-8191963.html
http://www.aftenposten.no/kultur/k-magasinet/De-vever-bilder-til-museer-og-lager-tallerkener-til-Michelin-restauranter-Unge-kunstnere--gir-norsk-kunsthandverk-vind-i-seilene-8191963.htmlhttp://www.kneip.no/http://newnordicfood.org/en/http://nordicfoodlab.org/blog/2015/5/18/beyond-new-nordichttp://nordicfoodlab.org/http://newnordicfood.org/fileadmin/webmasterfiles/Arkiv/filer/WEB_NNMs-halvtidsrapport.pdfhttp://www.minodes.com/blog/its-all-about-gen-y-part-2http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/https://iei.ncsu.edu/wp-content/uploads/2013/01/GenZConsumers.pdfhttp://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.htmlhttp://www.theglobeandmail.com/life/giving/generation-z-the-kids-wholl-save-the-world/article20790237/?page=all


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S O U R C E S

Urban farm

http://www.nytimes.com/2014/06/06/arts/international/galleries-in-shanghai-combine-shopping-and-exhibitions.html

http://www.thecoolist.com/moyo-waterfront-restaurant-and-urban-farm/

http://www.instock.nl/
http://www.instock.nl/http://www.thecoolist.com/moyo-waterfront-restaurant-and-urban-farm/http://www.nytimes.com/2014/06/06/arts/international/galleries-in-shanghai-combine-shopping-and-exhibitions.html

Stockmann: New Nordic

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