Customer Experience and Responsible Retailing at Systembolaget
Retail Management students in Systembolaget Retail Club participated in an interactive workshop focused on how Systembolaget can improve the customer journey for young adults and make it easier for customers to find the right drink without encouraging additional purchases.
Frida Jarlbäck and Kristina Rosenberg, CX & Customer Proposition Managers at Systembolaget, introduced the students to Systembolaget's unique approach to customer experience, where good service goes hand in hand with responsible retailing. With a mission to limit alcohol-related harm, Systembolaget aims to create an experience where customers feel welcome, have access to relevant knowledge and can trust that alcohol is always sold responsibly.
Ahead of the workshop, the students were divided into groups and given different assignments exploring key touchpoints in the customer journey. The students examined how easily customers can find the right drink for a specific occasion through Systembolaget's app or website, how the app's taste profile can support customers in finding products that match their preferences, and how smoothly customers can move from finding a product digitally to locating it in a physical store.
Building on these assignments, the students discussed how the experience could become more intuitive and relevant for young adults across both digital and physical touchpoints. The workshop gave them the opportunity to apply their knowledge of customer experience and omnichannel retailing in a unique retail environment, where helping customers find what they are looking for must go hand in hand with Systembolaget's broader responsibility.
Thank you, Frida and Kristina, and the rest of the Systembolaget team for organizing an engaging and insightful workshop and for sharing valuable perspectives on customer experience and responsible retailing!
Anna Rubinstein, Key Account Manager, Systembolaget Retail Club 2026/27
