How we inspire the customers to buy more

An improved handbook shows best practice on how the store should be decorated to inspire customers to buy more products.

By Martin Møller Aamand, Communications & PR Coordinator, mmaa@JYSK.com

“We need something extra in the display cabinet. Otherwise it’s going to look empty,” says Sidse Hamborg Overgård, who is Space Management Coordinator at JYSK.

Sidse is in a photography studio in Aarhus not far from JYSK’s head office, where she normally works on ways to decorate the stores so that they can look as inspiring as possible – for the benefit of customers and employees alike.

Sidse is in the photography studio where, together with the rest of the Space Management team, a professional stylist and a couple of photographers, she is about to take some pictures for the new Visual Merchandising catalogue.

The VM catalogue, as it is called, is getting a considerable facelift this year with professional photos and finely honed text. The purpose is to make it as easy as possible for JYSK employees to decorate an inspiring store.

“The catalogue is about guaranteeing Attractive Stores, no matter where in the world we may be based,” explains Carsten Nørgreen Weinkouff, who is Retail Development Director and responsible for the VM catalogue, amongst other things.

 “If we can actually show the customers how well our products complement each other, there is no doubt that they will be inspired to put more of them in their shopping basket,” he says.

APPLIES TO ALL JYSK COUNTRIES 

The guidelines in the VM catalogue apply to all JYSK Nordic countries, and this may well offer up some challenges in terms of local variations to the product range. Fortunately, there is a good solution to this.

“There will be individual products on the new photos that are not available in all countries. In these cases, one can simply 
find another, similar product in the same style, which is sold in the country in question. You might even make the presentation look even better,” says Carsten. 

In the photography studio, Sidse has found just the right vase she was missing in the display cabinet, and the team can move onto the next set, so that the catalogue can be finished.

“We are really looking forward to seeing the presentations implemented in all the stores. We have worked hard at filling it with best practice, so that it can be easily transferred from the catalogue into practice,” says Sidse.

BOTH DIGITAL AND PRINT

The new VM catalogue can be downloaded digitally on JYSKnet under “My store”.

A hard copy of the VM catalogue is also distributed to all stores, so that it is always at hand for all employees in their daily work.