The Swedish Alcohol Monopoly, Systembolaget, are commissioned by the government to sell alcohol in a responsible way and by that minimize the malign effects of alcohol. However Systembolaget are also dependent on a strong appreciation from its customers, otherwise it would be voted away. Today Systembolaget are renowned for its high level of service and knowledge, and Spinn’s most important objective is to create communication that emphasize on that. In this specific case we were asked to develop in-store communication that launched the new digital service “Vad passar till?”, “What goes to what”. The digital service on Systembolagets website helps customers to combine drinks with food. But since we are not legally prohibited to inspire increased consumption the effect must be an increasing customer satisfaction index, not sales.
Working with Systembolaget has given us many interesting insights on how shoppers interact with a combination of instore and digital communication.
Inspiring food pictures and a friendly tonality creates a dialog.
Autumn Phase 2
In the second phase the communication were faster, more straight forward
We produced a small leaflet to present the digital service. For customer and in store staff.
This is the centerpiece of Systembolagets stores and best exposure point.
Systembolaget is a different kind of store. Its purpose is no not tosell more, but to keep customers happy and on a long term work to decrease the bad effects of alcohol. It is vital to keep a serious tonality without pointing fingers or moralise. But still keeping a friendly and human note.
We can not show products, nor attract people to go into the store, in the shop windows. What we can do, however is to make it visible what’s going on inside the store.