Denmark: responsible consumption and gamification

Date : 06 September 2019

As part of its climate strategy, Coop Denmark has launched a campaign to encourage shoppers to adopt climate-friendly eating habits. Meanwhile, Dagrofa introduces a digital ‘store game’ to train its employees.

Coop Danmark encourages responsible consumption

Coop’s Food Pyramid has been redesigned for its new climate-friendly campaign. It was originally used to show how to eat a healthy and balanced meal. Now, under the heading 'Grønt i front' ('Green in front'), the campaign inspires Danes to buy vegetables rather than meat.

Coop stores, including Kvickly, SuperBrugsen, Dagli´Brugsen, will distribute 500,000 free posters showing the updated Food Pyramid. They will also offer advice to help Danes buy more eco-friendly food.

Coop CSR director, Signe D. Frese, said, “For many Danes, the climate struggle can be difficult to relate to on a personal level. But in our daily food consumption, we can make a huge difference [...] by eating more vegetables, a little less meat, and avoiding food waste.”

At the same time, the retailer is committed to reducing food waste and energy consumption in its stores. In addition, Coop will phase out harmful refrigerants and introduce a new packaging strategy.

Dagrofa implements store game training

Elsewhere in Denmark, Dagrofa has introduced a digital ‘store game’ to train its employees in 51 SPAR outlets. The points-based game creates a fun and competitive environment, motivating staff to play outside of working hours. Dagrofa believes gamification is a more effective training method than traditional manuals and reported that it has helped increase sales by up to 4%.

Richo Boss, chain director of SPAR, Min Købmand and Let-Køb, commented, “We see from SPAR stores in other countries that both revenue and gross profit increase significantly in the stores where the employees play the store game. We are really excited to see how much it can boost sales in our stores.”

The retailer plans to roll out the game in over 300 SPAR nd Min Købmand stores across Denmark, aiming to train over 3,000 employees.