S Group Harri Laaksonen presentation at Speechly event "Future of Voice in eCommerce" held in January 2020. S Group is one of the biggest retailers in Nordics. They are using Speechly to power their grocery shopping experience. Read more about the event here https://www.speechly.com/blog/voice-experience-in-ecommerce-event/

1. Using voice to improve grocery
shopping experience
Case: S Group
SOK Retail chain management / Digital services, Harri Laaksonen 28.01.2020

2. S Group is a versatile co-op business
Super- and hypermarkets Department stores DIY / Hardware stores
Petrol stations Restaurants and hotels Retail bank / Investments

3. S Group is
the biggest
grocer in
Finland
• Total sales 11,5 billion € in 2018
• Grocery sales 7,3 billion €
• Market share in Finland 46,4 %
• 1.000 food stores
• Coop members 2,4 million
• Operations in Finland, Estonia
and Russia

5. Shopping list
is poor UX

6. Demo
S-Shopping
list

7. ”Tämä on kyllä erinomainen ohjelma, nopeuttaa ostoslistojen
tekoa; on tässä toki omat puutteensakin tekoälyn tunnistuksessa.
Listojen talletus, linkitys reseptiikkaan, vakiolistat - tai puhuttuna
näitä on jääkaapissa, mitä näistä tekisin.
Kaikenkaikkiaan puheentunnistuksen käyttö on erinomainen
parannus ja tästä on tullut perheen suosikkiaplikaatioita.
Vuorovaikutteisuus, suosittelu ja päivittäisten rutiinien
helpottaminen luo asiakasuskollisuutta. Hyvällä matkalla ja
oikeaan suuntaan olette palveluita viemässä.
Nyt mm. Cantaloupe meloni ja cannellonit mm. Menivät ohjelmalla
sekaisin. Mitä exlusiivisempaan mennään, sitä helpommin tulee
haasteita.”
Käyttäjäpalaute 11.05.19
Users love it!
”Best innovation since pen and paper!”
Hyasuntti 9.3.19
”Tämä kauppalappu on ihan huippu!”
Käyttäjäpalaute 4.1.20
”This is really an outstanding app; it makes making shopping lists faster;
naturally there are shortcomings related to speech reconition. Saving lists, links
to recipies – or speaking I have these in the fridge, what to cook?
All in all speech recognition is an excellent improvement and this has become
one of our favourite family apps.
Interaction, recommendations and making daily routines easier creates
customer loyalty. You are on the right track and taking services to the right
direction.
At the moment Cantaloupe melon and cannellons got mixed up. The more
exclusive it is, the more there are challenges.”
User feedback 11.05.19
”This shopping list is the s***!
User feedback 4.1.20
”Loistava appi. Olis aivan huippu jos voisi
viivakoodilla lisätä tuotteita.”
Käyttäjäpalaute 5.1.20
”Awesome app. It would be
brilliant to be able to add
products by scanning.”
User feedback 5.1.20

8. S-Ostoslista
creates value
for
customers
and for
S Group
• Using speech is fast and natural
72 % agrees that speech is fast and natural way to plan shopping
• The app is used almost daily
48 % uses the app almost every day or several times per week
(5,12 sessions average per week / App Store data)
• Bridges home and store
86 % has planned shopping with the app at home
81 % has used the app in the store
• Saves time and makes shopping
in store easier
86 % saves time and effort
71 % makes shopping in store easier
• Makes everyday life easier
68 % agrees that speech recognition makes every day routines easier
• Makes customers happy! 😀
NPS = 49
• Improves brand image
88 % agree that S Group wants to develop better services for its’ customers
Source: S-Ostoslista Questionaire 14.11.19 – 15.1.20 n = 222

9. S-Ostoslista
creates new
online
grocery
customers
• 70 % has never
purchased groceries
from online store
• 64 % would certainly
or almost certainly try
online ordering if it was
convenient
Source: S-Ostoslista Questionaire 14.11.19 – 15.1.20 n = 222

10. S-Ostoslista
is used by
older users
• 64 % over 41 year
olds vs. 35 % of average
online customers
Source: S-Ostoslista Questionaire 14.11.19 – 15.1.20 n = 222
0 %
10 %
20 %
30 %
40 %
50 %
60 %
Under 30 yrs 30 - 40 yrs 41 - 54 yrs 55 - 64 yrs 65 + yrs
S-Ostoslista Average online buyers

11. • Make customers’ lives easier
• Create new potential online
customers
• Help older users too!
☞ Use voice

12. Make your life easier –
Download and try S-Ostoslista
Thank you!
harri.laaksonen@sok.fi