Abstract:

Systembolaget, Sweden's alcohol retailing monopoly, acts on a strictly regulated market where the marketing possibilities for the retailer are limited. Meeting and exceeding customers' needs and expectations in the shopping environment is the most important key factor for success.Therefore a new store concept covering store layout, categorization of wine and beer and the product presentation on the shelf labels was developed. Before the decision on a nation-wide launch, two live test stores were set up and evaluated by customers and staff, which provided valuable information in order to refine the final concept and improve the implementation process.