Tokmanni Digital

Tokmanni Digital is an active, digital advertising channel for the 100 largest stores in the Tokmanni Group which reaches around 2 million customers a week. Weekly campaigns in different kinds of packages are sold to the Tokmanni Digital service.

Fonella manages digital marketing channels 

Founded in 2006, Fonella's business activities focus on digital marketing channels, targeted marketing and the opening of new business operations. With the help of Fonella's services, it is possible for businesses to produce a more versatile range of services and purchasing experiences for their customers.

Digital marketing channels contain business activities which are based on digital advertising screens in retail store chains and city centres. Large advertising screens, as well as new and innovative advertising locations combined with the power of the moving image offer good visibility for campaigns and communications.

Fonella's success in targeted marketing is based on strong experience in the area of business activities as well as well-finished, customer-oriented operating models. An important part of Fonella's business activities is a strong and competent network of partners and cooperation between different interest groups.

Fonella's partners: 

Codemate is a software development house which carries out further development of the Spottio system. 

Pohjolan Mylly is a marketing office which is responsible for e.g. the content production of digital channels and for the conception of the Spottio system.

Tokmanni Oy is a national chain which has an active digital advertising channel offered by Fonella in its 100 largest stores.

Videra Oy is a company belonging to the Elisa Group which is responsible for the delivery of technical service platforms for the digital channels as a service. Videra, which is responsible for Elisa's visual communication services, markets the Spottio system on a global level.

VTT is the original technical implementer of the Spottio system.

Real-time advertising on advertising screens

Fonella's digital advertising screens offer companies and cities an active marketing and information channel. Research shows that with the advertising screens, advertisers have the opportunity to influence consumer purchasing decisions effectively.

The placing of digital advertising screens in stores near to the site of consumers' purchasing decisions brings a new kind of power to advertising. One of the benefits of advertising screens is the moving image, which brings new possibilities to the way advertisements are realised.

Fonella offers its customers a complete service, from production to publishing. Campaigns displayed on the advertising screens bring fast results, so money invested in the campaign shows immediately in the gross margin on sales. The benefit of the advertising screens, aside from an increase in sales, is an improved service for customers, as the screens alert customers to current offers.

The digital advertising screens also make the sharing of information possible, as the big screens attract people's attention effectively. An advertising screen placed in a central location in a city centre or store forwards on the desired message to people or correspondingly helps the customer find the information he was searching for. 

Ways of using the advertising screens

The advertising screens can be used for all kinds of things: advertising, announcements, visibility, services and entertainment. The screens adapt to many needs. The system and methods of placing the screens enable good and flexible possibilities for adaptation according to customer needs.

Tokmanni Digital brings results 

Fonella and the Tokmanni Group have signed a long-term contract on the organisation of digital marketing in Tokmanni stores and yard areas.

Tokmanni Digital is an active, digital advertising channel for the 100 largest stores in the Tokmanni Group, which reaches around 2 million customers a week.

The benefits of a digital advertising channel

A digital advertising channel brings the advertiser a new and visible advertising site in the immediate vicinity of the products which are advertised, and because of this the advertiser has a unique opportunity to influence the customer's purchasing decisions. Advertising has a proven, immediate effect on the product's sales, which returns the money invested in the campaign in the same week in the form of an increase in gross margin sales. 

Large and vertical model screens in central locations in a store are guaranteed to gain the attention of customers. With the possibilities offered by moving images, the advertiser is offered an excellent method of distinguishing himself from his customers and raising product sales and familiarity with a sharp increase. 

Spottio does the searching for you

Spottio is a search engine for products and services which is connected to geographical information and which offers up-to-date information to consumers. The same user interface model works online, on mobiles, tablets and touchscreen devices, so the search engine system can also be adapted as an interactive guide and advertising system for stores and shopping centres.

The search engine contains local, up-to-date and accurate information on products and matters that customers search for. Spottio is a broad company and product database which tells the customer the availability of a given product in a given area, price and other essential information.

Make your company's sales more effective

Through Spottio, a company has the opportunity to place all services and products and related additional information within reach of the consumer and therefore effectively increase sales. Spottio is an affordable choice as the service is implemented as a cloud computing service which does not require large investments from the company. Adding and removing products from the system is easy and fast. Editing can be done in four different ways: manually, by importing from Excel, with a barcode reader or through ERP integration.

Spottio guides and serves

In stores, when connected to shopping trolley displays, Spottio functions as an interactive guidance system, which visually guides customers to the product the customer is searching for. Spottio locates the shopping trolley display used by the customer and searches within the store for a suitable route to the product. Spottio can also be connected to mobile devices or to touchscreens located in the store, which means that customers moving around the store can be served in a more diverse way than previously. 

As an expansion of the Spottio system, it is possible to implement a checkout function, as the terminal attached to shopping trolleys functions simultaneously as a portable checkout. In addition to more effective sales, Spottio also offers stores information on customers' store behaviour, customer flow analyses and other valuable information on customer purchasing behaviour.

Spottio helps with shopping

Consumers can register as Spottio users, which makes it possible to carry out targeted marketing based on user location, profile, time, location or portal content. By using the search engine, the consumer can look for the location, price and other information on a product when leaving for the shopping centre. With the help of Spottio, the consumer is guaranteed to receive the most up-to-date information, as Spottio displays current offers and recommendations from different stores for the consumer.  

Contact information

Ville Kolehmainen, managing director

Tel. +358 (0) 50 352 64 58
firstname.lastname@fonella.fi

Mikko Myöhänen, technical manager

Tel. +358 (0) 44 071 3785
firstname.lastname@fonella.fi

Soile Mäkelä, project manager

Tel.  +358 (0) 44 500 6629
firstname.lastname@fonella.fi

Markus Mäkelä, sales manager, Tokmanni Digital

Tel. +358 (0) 45 869 2932
firstname.lastname@fonella.fi