”It is my job to put B2B on the map”
Author: Laura Sulbæk Frederiksen, Communications & Sponsorship Consultant
As part of the new strategy, Business-to-Business (B2B) needs to be more included and on the long-term make up a bigger part of the business in JYSK. Increased visibility online and more focus on sales for the business community in the stores are part of the formula for success.
More than a year has now passed since Rene Hartung joined JYSK as Head of Business-to-Business. He has spent the time getting to know the business and, in particular, making a plan on how to expand the B2B activities, so that on the long term this area will make up a bigger part of the turnover in JYSK.
“It is my job to put B2B on the map both internally and externally. Together with my teams, I am responsible for creating an even more relevant and targeted concept for the business community. We have a wide assortment and a big selection of products, which can be used in many industries and companies,” says Rene Hartung.
This applies for example to the tourist industry, where JYSK’s expertise in sleeping with products like beds, mattresses, duvets and pillows all play a key role. The customers can be everything from hotels to campsites and bed and breakfasts, according to Rene Hartung.
It could also be customers from the public sector, for example continuation schools, institutions or Red Cross, which has decorated temporary homes with JYSK products in Denmark.
Fine-tuning and simplification
To secure a good foundation for spreading out the B2B concept to even more customers in the business community and even more countries in JYSK, the concept has been fine-tuned. All business customers now get a fixed percentage on current prices, a simple online customer login, the possibility to get professional guidance and reliable delivery.
"We have a wide assortment and a big selection of products, which can be used in many industries and companies.”
- Rene Hartung | Head of Business-to-Business.
“Basically it is all about executing better and giving our customers the best possible service. It is the great customer experiences that create the preconditions for even more orders in the future,” says Rene.
Online marketing and great offers
More business customers in JYSK is the goal for the B2B department. To achieve this, three particular things are in focus. One of them is increased online marketing of the B2B concept.
“When you look at JYSK online, most people think of the decoration of their private homes and not on the decoration of for example hotel rooms, cottages or similar. We would like to change that,” says Rene Hartung and continues:
“Furthermore we would like to focus on the fact that we have some great offers and are very competitive on our prices and at the same time offer professional guidance. Both in our B2B department, but also when the customers visit our stores, where they can see, touch and try all of our products, before they place an order,” he says.
Focus on sale in stores
Therefore, the third focus area is to include the network of stores and the expertise and service of the employees in the stores in the B2B sale. This means, among other things, that the B2B sale has become part of the M-Learning, so the employees in the stores are also trained in sales for business customers.
“As it is today, some stores have really discovered the B2B sale and are strong, local JYSK ambassadors with a good contact to the local business community and are really good at getting customers in the stores through that channel. Hopefully, they can inspire other stores,” says Rene.
"Some stores have really discovered the B2B sale and are strong, local JYSK ambassadors with a good contact to the local business community(...)"
- Rene Hartung | Head of Business-to-Business
In Denmark, Norway and Sweden, three to five employees are working in the B2B department in each country. Here the concept is completely formalised. That is not the case for all JYSK countries, and therefore it is also part of the job to improve the way B2B is operated.
“We hope that we will make up a significantly larger part of the turnover in each country in the future. At the same time we would like to be a relevant part of the total JYSK family,” says Rene, who has just employed his fist employees in Poland and Finland.
New B2B catalogue
- The catalogue is filled with new inspiring photos targeted at B2B customers
- It is distributed in Denmark, Norway and Sweden
- The recipients are current and potential B2B customers in all JYSK stores in the three countries.
- See the new catalogue here (in Danish)