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Black friday

1,430,000 customers in JYSK on Black Friday


Author: Laura Sulbæk Frederiksen, Communications & Sponsorship Consultant

Category: Attractive Stores , E-Business , People , Sales Growth

Once again, Black Friday set new records in JYSK Nordic when the busiest shopping day during the year took place 24 November 2017.

In total 1,430,000 customers stopped by JYSK’s stores during the Black Friday period. This contributes to reaching the largest turnover in stores with a growth of more than ten percent compared to last year’s Black Friday.

Niels Veien
Niels Veien, Executive Vice President Customer Experience, Digital and Marketing in JYSK, is very satisfied with the fantastic result on Black Friday.

“Overall, we can be very satisfied with this year’s Black Friday campaign in JYSK Nordic. It is fifth year in a row that we improve our turnover and this year it happens on top of a fantastic result last year. The extra turnover we experience on Black Friday this year corresponds to an extra opening day in JYSK,” explains Niels Veien, Executive Vice President Customer Experience, Digital and Marketing in JYSK. 

Even though the shopping trend Black Friday for many retail chains is limited to one day, JYSK has chosen to prolong the many great offers so that the customers in most countries can shop from Thursday to Sunday.

Massive increase in online sales

Sales in stores have increased and at the same time, JYSK experiences a large increase in online sales where turnover grew with more than 60 percent compared to last year.

JYSK's distribution centres prepared well in advance for Black Friday and called in extra staff to handle all customer orders.

”Sales through our digital channels have exploded this year. These are very important for our customers who shop more online on Black Friday when looking for the great offers. It must be fast and convenient and therefore our online sales channels are very popular and secure that we in JYSK can meet our customers’ demands and expectations for the day,” says Niels Veien.

One of the very popular digital services is JYSK’s “Click & Collect” where customers can reserve a product online and pick it up in their local store later. In total, JYSK received 45 percent more of these types of orders compared to Black Friday last year.

”This year, we experienced a steep growth in “Click & Collect” orders on Thursday during the Black Friday campaign. This shows that customers prepare themselves and want to secure the great offers. By choosing “Click & Collect” they make sure that the products are available in the store and at the same time get a fast delivery of the product,” explains Niels Veien.

Maximum profit in the UK and Ukraine

Even though Black Friday generally sets records in JYSK Nordic, two countries stand out with specifically great sales results. 

”In the UK they have had an amazing Black Friday campaign this year and reached a turnover that is more than 50 percent higher than last year. That is incredible. The employees have become good at executing the campaign and this year they will really see the profit from the great effort,” says Niels Veien and gives credit to the new Country Manager in JYSK UK, David Ashton, who started in February.

"It is truly Corporate Spirit we experience when Black Friday takes place and we are capable of reaching our very ambitious goals and continue to create great results thanks to a united effort"
- Niels Veien, Executive Vice President Customer Experience, Digital and Marketing in JYSK.

Also looking east to Ukraine, JYSK is growing with more than 35 percent compared to last year with more than 700 customers a day in the country’s 36 stores.

Customer Service
JYSK's Customers Service Centres answered 18,615 calls during Black Friday. Most of them where answered within 90 seconds.

”The Ukrainian customers are really looking for the great offers and JYSK has a good reputation in the country. However, the main reason for the success lies in the employees’ spirit and engagement both at head office and in stores where everyone is all-in and very talented,” says Niels Veien.

Generally, praise is in place all the way through to all employees in JYSK.

”Everyone in JYSK, from stores to head offices, distribution centres and customer service, are deeply engaged in the campaign and prepare well in advance. It is truly Corporate Spirit we experience when Black Friday takes place and we are capable of reaching our very ambitious goals and continue to create great results thanks to a united effort,” says Niels Veien.

Black Friday 2017

  • Turnover in JYSK Nordic stores increased with 10.2 percent compared to last year.
  • Turnover in online sales increased with 61 percent compared to last year.
  • JYSK Nordic had 4.3 percent more customers for Black Friday compared to last year.
  • Friday in the Black Friday campaign was once again the overall largest sales day in JYSK’s history.
  • Black Friday offers were valid Thursday, Friday, Saturday and Sunday except in Denmark, where the offers started on Friday.


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