In addition, the rules for presenting products as well as adding marketing information and sharing brochures and news has been elaborated. These guidelines and rules can still be updated during 2019 based on experiences and feedback.
The supplier has four ways to present products for Alko shop personnel:
These communication ways are replacing in-store meetings between supplier and Alko shop personnel from on year 2019.
1. Product-specific marketing information in Alko’s Taste Deposit
The marketing information is released on Alko’s Taste Deposit -application for internal use for Alko's personnel to support high quality customer service and development of shop-based selection. The marketing information should especially concentrate on summarizing the USP (Unique Selling Proposition) for the product with the relevant additional information and stories (of product, producer or manufacturing) that are creating an important entity for the customer.
The product-specific information can be written with the maximum length of 500 characters in the field of additional product information. Any links and videos etc. can be added to the information field. The maintenance of additional product information is supplier’s responsibility, and the information can be constantly updated in the Partner Network. It is also possible to send updated additional information by e-mail to the address mentioned below. Updating the additional information is particularly important when the vintage of the wine is changing.
Product-specific marketing information should concentrate on these aspects:
What would you like to tell of this product for customers and personnel?
Which are the selling propositions in customer service situation?
For example, origin classification, raw materials, grapes and used spices, product’s manufacturing (maturation, barrels), estimation of life cycle, use methods and traditions or information on producer or production area.
Consumers are interested in stories that are related to the product and/or producer.
Please note that Alko will, if necessary, modify the texts to ensure equal product communication.
Guidance for adding the marketing information:
A new announcement is sent for new general and sale-to-order products when additional information can be entered either in the Partner Network or by email email@example.com, if there is no access to the Partner Network.
For products already in the selection, additional information can be notified in the Partner Network Marketing Information / All Products -section or by email firstname.lastname@example.org, if there is no access to the Partner Network.
Please do not copy and paste the information text direct from e.g. product’s webpages without editing. Unnecessary formats and line changes will be copied to the field with the text.
Please notice the correct spelling and check of spelling mistakes.