“Finland’s cause is ours” – this well-known phrase from World War II has been etched into the Swedish collective memory as a testament to the deep historical bond between our two nations. It’s not just about history or politics, but something more fundamental: a natural connection, a siblinghood.
Now that I’ve had the opportunity to work with a Finnish company and be part of their journey into the Swedish market, the phrase feels more relevant than ever. It’s both exciting and a little special to serve as a bridge between two cultures – so similar, yet just different enough to make every day interesting and full of learning.
We don’t just share a long border, but also values, business logic, technology, and culture. As a Swede, it feels natural to work closely with Finland – and to help share Finnish innovation with the world.
Looking back on my first hundred days at Craneworks, I’m struck by how quickly things have moved – and how much we’ve accomplished. From defining the framework of our Swedish market project early on, we’ve dived deep into the local retail landscape, mapped competitors, built partnerships, and met with many of Sweden’s leading retail chains. Travel, webinars, pilot planning and integration talks – everything has moved at high speed.
It’s become clear that Craneworks truly has something unique to offer in Sweden. Our expertise in In-store retail media has sparked curiosity – not least because the digital landscape here is developing at lightning speed. At the same time, the complexity of online advertising can feel like a jungle. In that context, the physical store suddenly becomes a welcome oasis – a channel where real purchase decisions happen.
Sweden is highly advanced in digitalization, and digital signage is nothing new. But the idea of monetizing that presence – of turning in-store screens into a full-fledged media channel – is still in its early days. With our platform, In-store IMPACT™ (even recognized by Gartner, if we may boast a little), we’ve helped Swedish retailers see the real revenue potential that lies in-store – from programmatic advertising to supplier self-service tools.
And when it comes to activating the store, Craneworks also leads in sensory marketing. That means we don’t just engage in what customers see – but also what they hear, smell, touch, and even taste. We call them multisensory hubs, but really, it’s about turning the science of neuromarketing into something tangible. Bringing a brand to life – through all the senses. And yes, it’s something of an art form.
And perhaps this is where the Finnish mindset shines through the most: the quiet yet confident belief that technology should serve people – not the other way around. It’s not about talking innovation; it’s about building it. With quality, intention, and a good dose of SISU.
Sweden and Finland have always had a special relationship. And after my first hundred days with Craneworks, that bond feels stronger than ever. We’re now writing a new chapter in our shared retail story – and I believe it’s going to be a truly exciting one.
I have had great support from everybody at Craneworks, including our CEO and the owners. But I must give a special shout out for the truly outstanding support I have received from Jarno Rantala, Craneworks sales and marketing director - and of course a former Swedish professional bandy player. And I’m so looking forward to what we’ll create together – because this is only the beginning, and the future looks bright.
