With a turnover of 14.6 billion DKK, and 6,7 million additional customers, 2016/17 was yet another record year in JYSK Nordic.
Even while working hard to make it yet another successful JYSK year, the end of a financial year is also an opportunity to look back and answer the very simple but also very complicated question.
What is the reason for the success of JYSK, and a growth of 13 percent to a new record turnover of 14.6 billion DKK?
“I do not think there is one simple answer to that question,” is the first reaction from President and CEO of JYSK Nordic, Jan Bøgh and continues:
“We have been working in a variety of areas in order to be even more attractive for our customers. This includes having the best employees, a relevant assortment, great offers and of course keeping up with the technology and utilising the opportunities it provides,” explains Jan Bøgh.
Lots of new customers
But it is also a question of taking the JYSK road, and believing in the values and business model which have shaped the company.
“Within the last year we have won 6.7 million new customers. This is something we should be proud of. Especially when lots of “experts” are busy proclaiming the death of the physical store. I believe that the additional customers, which we have won, is proof that stores are still very relevant, which we can also see from our customer surveys. But they must be combined with a strong online presence to make sure that JYSK meets consumer demands no matter how they prefer to shop,” says Jan Bøgh.
“The customer journey has become more complicated. Often it begins online so it is important to be present on a number of different platforms and clearly tell what JYSK has to offer both in terms of products, service and flexibility,” says Jan Bøgh.
Great Scandinavian offers
However he also points out that the online presence only becomes valuable, when the fundamentals are in place.
“We continuously work on improving the quality of our products and making sure that our assortment is relevant to our customers. We are a Scandinavian company with Scandinavian values, and this should not only be seen in how we conduct our business but in our assortment as well. We are very focused on increasing the number of articles with a distinctive Scandinavian design,” says Jan Bøgh.
Along with great customer service and great offers this is the heart and soul of JYSK.
“We have a strong culture in JYSK, and we are driven by a joint ambition to expand and become even more successful. It is something which all JYSK employees share and believe in, and perhaps this is the real answer to the question about the reason for our success. We do what we believe is right for JYSK and for our customers, and doing so has so far been a great success,” says Jan Bøgh.
JYSK is an international chain of stores with Scandinavian roots that sells everything for the home. The first store opened in Denmark in 1979, and today JYSK has over 2,500 stores and 21,000 employees in 48 countries. In Germany and Austria the stores are called Dänisches Bettenlager – in the rest of the world JYSK. JYSK is owned by the Danish tradesman Lars Larsen, who owns a number of companies with a total annual turnover of 27 billion DKK. JYSK’s turnover is 23.2 billion DKK.