STOCKMANN

NEW NORDIC
SAMI HUUSKONEN X MING UNN ANDERSEN

MENU
1. Facts from Stockmann
2. Generation X, Y, Z
3. Nature as a metaphor
4. New Nordic
5. Concepts
6. Sources

STOCKMANN 2014:

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

STOCKMANN: STRATEGIC FOCUS AREAS 2013-2016

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

FA C T S F R O M T H E A N N U A L
REPORT OF STOCKMANN
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 as
trends 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.

MILLENNIALS ARE REAL EXPLORERS.

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.

S H O P P I N G B E H AV I O R A C C O R D I N G
T 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 the
technological 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 on
generation 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.

I think our generation is really socially conscious,

environmentally friendly and they are really global
thinkers
LINDA MANZIARIS, 14 Y OLD ENTREPRENEUR

TREND:REBELS WITH A CAUSE

Its like logging out of reality

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

TREND: ESCAPISM

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

DIFFERENT PERSPECTIVES GIVES A

L AY E R E D E X P E R I E N C E

N 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

THE NEW NORDIC

NEW NORDIC CUISINE

ITS ALL ABOUT THE FORAGING

NEW NORDIC
CUISINE
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 Cuisine
Booklet
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 values
that work as our framing for Stockmann New
Nordic.

NEW NORDIC MANIFESTO

1) To express the purity, freshness, simplicity and ethics we wish to associate to our region.
2) To reflect the changes of the seasons in the meal we make.
3) To base our cooking on ingredients and produce whose 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 Nordic cookery and culinary traditions with impulses from abroad.
9) To combine local self-sufficiency with regional sharing of high-quality products.
10) To join forces with 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.

ETHICAL

SEASONAL

STORYTELLING

CONTENT

SPECIAL EVENTS:

DESIGNERS PRESENTING ON SITE

A PHYSICAL
ONLINE STORE
Stockman Nordic lounge is a separated area with
a themed curated selection of Nordic designer
p ro d u c t s f o r h o m e . T h e l o u n g e w o r k s
simultaneously as an exhibition, relaxation area,
caf with simple servings, and a physical online
store. The lounge consists of different products
such 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.

STORYTELLING
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 features
like 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.

SEASONAL
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.

ETHICAL
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.

STOCKMAN URBAN FOREST

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

EXPLORING THE EDIBLE POTENTIAL OF

THE NORDIC REGION

U R B A N FA R M X
R E S TA 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.

U R B A N FA R M I N G

WORKSHOP X STORE

WORKSHOP X
U R B A N FA R M I N G
STORE
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 farming
workshops 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.

ETHICAL
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 environmental
sustainability. 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 way
possible.

SEASONAL
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?

STORYTELLING
For 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 inspiration
for 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 in
the restaurant.

STOCKMANN

NEW NORDIC

SOURCES
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-Ungekunstnere--gir-norsk-kunsthandverk-vind-i-seilene-8191963.html

SOURCES
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/