{"id":495444,"date":"2016-10-11T18:38:52","date_gmt":"2016-10-11T15:38:52","guid":{"rendered":"http:\/\/pellervo.fi\/?p=495444"},"modified":"2016-10-11T18:38:52","modified_gmt":"2016-10-11T15:38:52","slug":"kkv-paatti-sokn-kanta-asiakasjarjestelmaa-koskevan-selvityksen","status":"publish","type":"post","link":"https:\/\/pellervo.fi\/en\/uutiset\/2016\/10\/11\/kkv-paatti-sokn-kanta-asiakasjarjestelmaa-koskevan-selvityksen\/","title":{"rendered":"KKV p\u00e4\u00e4tti SOK:n kanta-asiakasj\u00e4rjestelm\u00e4\u00e4 koskevan selvityksen"},"content":{"rendered":"

Kilpailu- ja kuluttajavirasto (KKV) tiedotti, ett\u00e4 se on p\u00e4\u00e4tt\u00e4nytt Suomen Osuuskauppojen Keskuskunnan (SOK) kanta-asiakasj\u00e4rjestelm\u00e4\u00e4 tarkastelevan selvityksen. Selvityksess\u00e4 ei ole saatu kilpailun rajoittumisesta n\u00e4ytt\u00f6\u00e4, jonka perusteella selvityst\u00e4 olisi ollut syyt\u00e4 jatkaa.<\/strong><\/p>\n

KKV aloitti asiassa oma-aloitteisen selvityksen kilpailulain p\u00e4ivitt\u00e4istavarakauppaa koskevan erityiss\u00e4\u00e4nn\u00f6ksen (4a \u00a7) voimaantulon j\u00e4lkeen vuonna 2014. Kyseisen erityiss\u00e4\u00e4nn\u00f6ksen mukaan m\u00e4\u00e4r\u00e4\u00e4v\u00e4 markkina-asema Suomen p\u00e4ivitt\u00e4istavarakaupan markkinoilla on elinkeinonharjoittajalla, jonka markkinaosuus p\u00e4ivitt\u00e4istavarakaupan v\u00e4hitt\u00e4ismyynniss\u00e4 Suomessa on v\u00e4hint\u00e4\u00e4n 30 prosenttia. S\u00e4\u00e4nn\u00f6ksen seurauksena markkinaosuusrajan ylitt\u00e4vien yritysten on noudatettava kilpailulain m\u00e4\u00e4r\u00e4\u00e4v\u00e4n markkina-aseman v\u00e4\u00e4rink\u00e4yt\u00f6n kieltoa. SOK:lla on yli 30 prosentin markkinaosuus Suomen p\u00e4ivitt\u00e4istavarakaupan v\u00e4hitt\u00e4ismyynniss\u00e4, joten se on kilpailulain 4a \u00a7:n nojalla m\u00e4\u00e4r\u00e4\u00e4v\u00e4ss\u00e4 markkina-asemassa.<\/p>\n

SOK:lla on vuodesta 1994 ollut k\u00e4yt\u00f6ss\u00e4 valtakunnallinen alennusj\u00e4rjestelm\u00e4, jossa asiakkaat saavat bonusta ostojen keskitt\u00e4misest\u00e4. Bonus kertyy S-ryhm\u00e4n asiakasomistajan kuukausiostojen perusteella kunkin osuuskaupan bonustaulukon mukaisesti.<\/p>\n

M\u00e4\u00e4r\u00e4\u00e4v\u00e4ss\u00e4 markkina-asemassa olevan yrityksen my\u00f6nt\u00e4mill\u00e4 alennuksilla voi olla kuluttajien kannalta my\u00f6nteisi\u00e4, mutta my\u00f6s kilpailun vastaisia vaikutuksia. KKV:n tekem\u00e4n kokonaisarvion perusteella SOK:n alennusj\u00e4rjestelm\u00e4ll\u00e4 ei nykymuodossaan ole merkitt\u00e4vi\u00e4 markkinoiden sulkemiseen johtavia vaikutuksia Suomen p\u00e4ivitt\u00e4istavarakaupan markkinoilla. Asian arvioinnissa KKV on ottanut huomioon tekem\u00e4ns\u00e4 selvityksen kanta-asiakasj\u00e4rjestelmien vaikutuksesta kuluttajien ostok\u00e4ytt\u00e4ytymiseen. Kyseisen selvityksen perusteella kanta-asiakkuuden vaikutus kuluttajien ostopaikan valintaan on vain v\u00e4h\u00e4inen.<\/p>\n

Lis\u00e4ksi KKV on tarkastellut alennusj\u00e4rjestelm\u00e4n ominaispiirteit\u00e4, kuten my\u00f6nnettyjen alennusten muotoa ja alennusten kertymistapaa. T\u00e4ss\u00e4k\u00e4\u00e4n arvioinnissa ei ole tullut ilmi seikkoja, jotka olisivat omiaan luomaan sellaisen asiakkaita uskollisuuteen sitouttavan vaikutuksen, joka voisi sulkea pois SOK:n kilpailijoita p\u00e4ivitt\u00e4istavarakaupan markkinoilta. <\/p>\n","protected":false},"excerpt":{"rendered":"

Kilpailu- ja kuluttajavirasto (KKV) tiedotti, ett\u00e4 se on p\u00e4\u00e4tt\u00e4nytt Suomen Osuuskauppojen Keskuskunnan (SOK) kanta-asiakasj\u00e4rjestelm\u00e4\u00e4 tarkastelevan selvityksen. Selvityksess\u00e4 ei ole saatu kilpailun rajoittumisesta n\u00e4ytt\u00f6\u00e4, jonka perusteella selvityst\u00e4 olisi ollut syyt\u00e4 jatkaa.<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","footnotes":""},"categories":[22],"tags":[],"class_list":["post-495444","post","type-post","status-publish","format-standard","hentry","category-uutiset"],"yoast_head":"\nKKV p\u00e4\u00e4tti SOK:n kanta-asiakasj\u00e4rjestelm\u00e4\u00e4 koskevan selvityksen - Pellervo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pellervo.fi\/en\/uutiset\/2016\/10\/11\/kkv-paatti-sokn-kanta-asiakasjarjestelmaa-koskevan-selvityksen\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"KKV p\u00e4\u00e4tti SOK:n kanta-asiakasj\u00e4rjestelm\u00e4\u00e4 koskevan selvityksen - Pellervo\" \/>\n<meta property=\"og:description\" content=\"Kilpailu- ja kuluttajavirasto (KKV) tiedotti, ett\u00e4 se on p\u00e4\u00e4tt\u00e4nytt Suomen Osuuskauppojen Keskuskunnan (SOK) kanta-asiakasj\u00e4rjestelm\u00e4\u00e4 tarkastelevan selvityksen. 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