Evaluation Of Live Test Stores

Multiple methods for multifaceted information

Lotta Holfve
Systembolaget AB
Jan Enander
LUI Marknadsinformation AB

BACKGROUND

Systembolaget is the Swedish government monopoly in alcohol retailing. The monopoly is based on the principle that there should be no private profit motive in the sale of alcohol and that access should be regulated. Since Sweden joined the European Union in 1995, the monopoly can no longer be taken for granted. Systembolaget will only survive if it is supported by a majority of the Swedish population so it must constantly develop and improve its offer to ensure customer satisfaction.