Sales of artificial plants booms in Danish store

JYSK in Fredericia, Denmark has had great success selling artificial plants by following a new sales concept. GOJYSK.com visited the store to understand the success.

On a Monday afternoon, GOJYSK.com visited the store in Fredericia, Denmark. The appointment was carefully scheduled according to delivery of new products to join the store colleagues in restocking their almost sold-out display of artificial plants. Nearly every customer slowed down at the entrance to look at the plants or take one with them.

Only a moment after Mads Andersen, Deputy Store Manager in Fredericia, began restocking the plants, a customer entered the store and wanted to buy the entire box of the artificial plant BROR that Mads had in his hand.

“It would almost seem as if we had planned it that way,” Mads says with a smile and continues “but in reality that is just how fast we are able to sell our plants sometimes.”

New sales concept

The exposure displays four different artificial plants and a plant pot along with a few decorative items, and it has been a part of the store’s entrance in Fredericia since the end of October. The idea came from the Impulse list, a part of Sales Machine, that JYSK's stores can use.

In the past year, JYSK has on a global level increased sales of artificial plants, and the new sales concept creates a potential for even more.

The results are definitely showing in Fredericia, where the products from the exposure tables have sold approximately four times as much as the average Danish store.

Easy shopping

The reason behind the success is quite simple, Mads states.

“Time and time again, I discover how much of a difference it makes to choose the right spot for our products where they are placed within our customers’ sight. Ultimately, it is about living up to our customer promise: Easy shopping,” he tells.

Mads also experiences the huge difference it makes to inspire customers by showing how the plants can be used around the store. For example by placing it on a shelf or in a plant pot.

Great attitude

Among colleagues in the store, the artificial plants also go by the name "the infinity plant", which according to Lucas Devantier Arumugam, Store Apprentice in JYSK Fredericia, also plays an important part in the sales.

"For us, it is often about finding the right thing to say when trying to make a sale. In this case, it can be a funny remark about how the plant does not have an impact on the water bill or that it can be passed down from generation to generation,” Lucas says.