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JYSK strengthens focus on online sales

Date: 29/05/2018

Author: Laura Roesgaard, Communications & CSR Consultant, JYSK

Category: Careers & HR , E-Business , People , Sales Growth , Seamless Cross Channel , Strategy , Technology

In recent years, JYSK has been through a rapid development in E-business. Now, new forces must ensure that JYSK maintains the pace.

Sarah Melgaard Johansen has been with JYSK for six years, but in the position as E-commerce Sales Manager, she is brand new. The same goes for her job description, as the job function is newly created.

Hanne Bang Vorre, E-Business Director and Sarah’s new boss, explains:

"Previously, the responsibility for improving online sales has been divided between different persons, but now the overall responsibility and overview are gathered in one position. JYSK has been through a fantastic development, and now the growth must be maintained so we are prepared for the future.”

Hanne Bang Vorre, E-Business Director (left), and Sarah Melgaard Johansen, E-commerce Sales Manager.
Hanne Bang Vorre, E-Business Director (left), and Sarah Melgaard Johansen, E-commerce Sales Manager.

 

Full speed

E-commerce is an area in rapid development, and JYSK must keep up with both competitors and the customers’ constantly changing consumption patterns.

“It is in the interplay between store and online that we should beat the competitors. Therefore, we should continuously optimise the interplay to get the best of both worlds.” 
- Hanne Bang Vorre, E-Business Director

At the same time, E-commerce is an area with wide varieties between countries concerning payment and freight, for example.

"Often, payment and shipping options are crucial to whether or not the customer chooses JYSK - and therefore we need to look more closely at the expectations in each country and to a greater extent target our offerings," says Hanne.

This is exactly one of the most important focus areas for the new E-commerce Sales Manager.

"One of the first focus areas in my new position is to develop a strategy for freight and freight campaigns for each country," says Sarah.

JYSK as a unified whole

Even though focus for the new E-commerce Sales Manager is to optimise online sales, the effort should also help create traffic to the stores for example through Click & Collect and Order Online, Pick Up in Store (OOPUS).

“It is in the interplay between store and online that we should beat the competitors. Therefore, we should continuously optimise the interplay to get the best of both worlds,” says Hanne.

To perceive JYSK as an entity is also fundamental for the way Sarah will be working. 

Sarah
”One should stay on one’s toes to keep up with the development. There are constantly new trends. It is an exciting challenge,” says Sarah.

“If we face challenges with the online sales in one of the countries, the explanation could be something entirely different than the country’s web shop. The overall perspective is one of the things that I will help strengthen,” says Sarah.

Knowledge sharing across countries

At the same time, Sarah will look across the countries and strengthen the focus on those countries that are doing very well online.

“We should not only focus on the countries that face challenges. We should be better at sharing best practice within online across countries,” says Sarah.

In her new position, Sarah will also contribute to bringing online sales closer to her previous department, Sales & Expansion, to strengthen the cooperation here also.

“It is an advantage that I can draw on my previous sales experience from my position in Sales & Expansion, and that I have a thorough knowledge of the way JYSK works with sales numbers,” says Sarah.

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