Not everything is the same …or?
How to handle doordrops on 19 different markets
Carl Erik Stubkier, JYSK
September 27th 2017
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Carl Erik Stubkier
35 years in JYSK
Marketing
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LARS LARSEN RETAIL in the European Top 5
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Store developments JYSK GROUP
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JYSK mission
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JYSK vision
• To be customers’ first choice
• To be employees’ first choice within retail
• To be the worlds most widespread and profitable chain of stores
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JYSK
VALUES
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JYSK
CUSTOMER
PROMISES
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JYSK customers
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Customer segments
SERVICE
Solution Seekers Easy Shoppers
38% 32%
Reliable
product
quality
Value Hunters
30%
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Seamless Cross Channel
We don’t care whether customers buy in stores or online,
as long as they shop at JYSK.
It is up to the customers and what they prefer in their
customer journey
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Customer journey
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JYSK
• To full fill all these visions, missions, demands and wishes – we use Doordrops – among others
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JYSK doordrops!
Since day 1 back in April 1979 when opening in Denmark we have used doordrops – with success
The doordrop leaflet is the number One media for JYSK - worldwide
63% is doordrops
23% is TV
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World Wide …each year
§ We are each year loading over 1200 trucks
§ (will
make a queue – and trafic jam - from UK to France under the
Eurotunnel).
§ They contains 1,5 billion papers.
§ They are put into 27 mio postboxes more than 52 times a year
§ If you will try to count the number of leaflets printed in only 1 year
you have to count for 44 years
§ and
even then you do not have the time to sleep on a Dream Zone – the
most popular mattress in JYSK
§ Put them on top of each other and the pile would be 7600 km high
= from Nord Cap to Equator
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Annual
distributed
papers
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JYSK use doordrops…
...where?
• All countries
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JYSK use doordrops…
A
...to whom? B
• Distribution area
• Neighbours
• Nationwide
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JYSK use doordrops…
...when?
• Every week
• Top of mind ...always
• Validity start
– Number of distribution days
– Could be too early
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Size
• Smaller leaflets
– average 16-24 pg
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How JYSK negotiate doordrops
• Volume
• Negotiation
• Contract
NORDIC
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Information flow Distributor
• Close contact with
– local Marketing department
– print house
• Avoid the triangle - sometimes 2 is faster and more safe!
Printing house
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Solo or bundle?
• OK to be distributed together with other –
the customers will then be used to know
when to look in the postbox
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SWOT
• Strengths • Weakness
• Opportunities • Threats
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SWOT
• Strengths • Weakness
• Mass exposure • Targeting
• Push media • Deadlines
• Easy and fast overview • Agility
• Control
• Opportunities • Threats
• Targeting • No Thanks
• Only for those who wants • Environment
• Online portals • Online
• Media agencies
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Strengths
• Mass exposure
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Strengths
• Push media
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Strengths
• Easy and fast overview
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Targeting
• Analysis – target groups – who is reading our papers?
• ....and who are NOT
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Control
• External
• Internal
• Penalties
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Acces
• to locked apartments
• to all postboxes
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No Thank You to leaflets
• JYSK respect this of course
• Want to know
– where
– how many
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Access to maps
• Areas
• Online
• Easy for your customers
• “Do-it-yourself”
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Portals
• Portals are welcome
• …but price is important
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Information and knowledge
• Media agencies
– “don’t know anything”
• One the the biggest media
• Feed them with info
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You’r still worth it…!
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Thank you
• Know your customers
• Know your battlefields
• Stick to your decissions
• ...and fight
• Every day is a new day – and a new fight
• If you are DONE, you are GONE
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