Rules for collaboration with Alko shops

Alko is a responsible, fair and efficient specialist trading chain of alcoholic beverages, which has a nationwide network of shops, as well as a high-quality and extensive product range.

The rules for collaboration with Alko shops ensure an impartial co-operation with the suppliers. By suppliers we mean here alcoholic beverage suppliers.

Supplier communication with shops

As a rule, the Alko Yammer functions as the main supplier information channel for the shops. Supplier’s communication is sent to the following email address:

tavarantoimittajatiedotteet@alko.fi

Alko’s customer service publishes the contents of the information on Alko Yammer. Information published via Alko Yammer is available for the benefit of the entire retail staff. As there is a centralized information channel for the shops to use, suppliers should not send separate emails or direct mail advertising straight to shops. When having an arranged meeting with the shop it is possible to send the presented material by email if the shop agrees to it. 

Meetings between suppliers and sales personnel

To arrange a suitable meeting time, suppliers will have to reserve a meeting time by email well in advance. The title of email should be e.g. Presentation of products/Visit of sales representative. When contacting the shop, the initial contact person is the manager responsible for the shop or the person responsible for products or some other sales person in the shop.

Meeting times must be scheduled from Monday to Thursday. On Fridays and Saturdays and during high seasons shops are only able to focus on customer service. The meeting time is maximum 20 minutes per a shop or 30 minutes per a group of shops. During the meeting, suppliers will have the opportunity to present product information which gives additional value to the personnel’s customer service. The meeting is arranged in the shop area or in the warehouse of the shop. The shop personnel can also refuse to have a meeting.

Customer surveys and photographing at Alko shops

No surveys directed at customers may be carried out on Alko property or in the immediate vicinity without the permission of the customer service management. Photographing on Alko properties is allowed, if it has been agreed on with the manager responsible for the shop in advance. If people are photographed and they are recognizable on the photo, their permission is required. Any larger scale photographing requires the permission of Alko’s customer service management.

Displaying products

Suppliers are not allowed to put up displays or put products on the shelves. Unloading is carried out at the warehouse.

Miscellaneous

Tastings or other types of sales promotions are not permitted in shops or in the immediate vicinity.

In order to keep to fairness principles, shop personnel will not accept any promotional or other gifts or supplier’s products.

Training collaboration

Alko has its own training system for Alko shop personnel. In the trainings shop personnel gets education of products by tasting them professionally. In order to keep to fairness principles, shop personnel will not accept any promotional products from suppliers.

Supplier can arrange a professional training event for Alko shop personnel with a permission of Alko’s training organization. During the event, the supplier will have the opportunity to present information which gives additional value to the personnel’s customer service. Shop personnel will not accept any promotional or other gifts or supplier’s products.

Training collaboration rules for organizing events and inviting Alko shop personnel:

1. All events arranged in any part of Finland need to be agreed with Alko’s named person in charge
  • Supplier can send the invitation straight to relevant shops regarding sales of the product. The invitation must include a statement that the event has a permission from Alko’s training organization. The person in change is Taina Vilkuna (taina.vilkuna@alko.fi).
  • Alko will inform Alko’s internal network about the training events. Hence all Alko shop personnel have a possibility to participate in the event.
2. Training event times must be scheduled from Monday to Thursday not on weekends.

3. The organizer of the event is responsible to organize everything including making and managing invitations.
4. The trainings can be:
  • Nationwide tours organized specifically for Alko
  • Separate training events e.g. client visits organized specifically for Alko
  • Training events open also for other professionals.
5. The inviting organization is responsible for all costs of the event.
  • The participation to the events is voluntary for Alko personnel. The participation is not working hours for Alko shop personnel. Alko shop personnel will keep to good practice as determined by society as well as Alko’s business principles at all times.

Consumer marketing

Advertising and other sales promotion of mild alcohol beverages is possible under the preconditions set by the Alcohol Act.

In the marketing, the name of the advertiser should appear in the advertisement. It is not allowed to use Alko’s logo or other visual elements in the advertisements without permission. In addition, the advertisements of sale-to-order selection products should indicate that the product is available when ordered via the Alko Online shop. For such sale-to-order selection products that are available only locally, it is advisable to mention the shops where the product can be ordered or indicate the limited distribution area in some other way.

More detailed instructions and rules concerning the advertising of alcoholic beverages are available on the website of the National Supervisory Authority for Welfare and Health (Valvira) at www.valvira.fi. Among these instructions are Valvira’s instructions concerning the advertising of alcoholic beverages, which include Valvira’s interpretation of the advertising regulations in the Alcohol Act. The instructions also tell about resolution practices.

Other codes of conduct

In addition to the above mentioned code, Alko’s personnel will keep to good practice as determined by society as well as Alko’s business principles at all times in their work and, consequently, the same is expected from business partners.

 

Contact: tavarantoimittajatiedotteet@alko.fi

Shops
List of the Alko shops can be found on Alko Extranet. The list can also be emailed to the supplier when requested (johanna.hallberg@alko.fi).
Regions

Executive vice president
Kari Pennanen (tel. 020711 5112 or kari.pennanen@alko.fi) or area managers:

Pääkaupunkiseutu
Arkadiankatu 2, 00101 Helsinki
Area Manager Tatu Vanninen
phone 020 711 6101

Etelä-Suomi
Kauppakatu 24, 5.krs, 40100 Jyväskylä
Area Manager Jari Hiekkataipale
phone 020 711 6501

Itä-Suomi
Microkatu 1 (N-osa, 1. krs)
PL 1199, 70211 Kuopio
Area Manager Anne Penttilä
phone 020 711 6701

Lounais-Suomi
Linnankatu 11A 21, 20100 Turku
Area Manager Juha Laanti
phone 020 711 6301

Länsi-Suomi
Aleksanterinkatu 22 b 9 C, 33100 Tampere
Area Manager Kimmo Mäkelä
phone 020 711 6401

Pohjois-Suomi
Kirkkokatu 14, 90100 Oulu
Area Manager Kaija-Leena Kerkelä
phone 020 711 6901