Not everything is the same or? - How to handle doordrops on 19 different markets Carl Erik Stubkier, JYSK September 27th 2017 - International ...

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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