Recycling mattresses is a sales success in Ukraine
Author: Martin Fyn Aamand, Communications & PR Manager, JYSK
Making it easy for customers to discard their old mattresses for recycling, and getting a discount on their new purchase, has proven a sales success in Ukraine.
When customers buy a new mattress, what do they do with the old one?
In Ukraine, a group of JYSK colleagues decided to help customers with this question: If you buy a new mattress from us, we will make sure your old one is correctly discarded and recycled – plus, you get an extra discount on your new purchase.
“The results have really been unbelievable,” says Ievgenii Ivanytsia, Country Manager for JYSK Ukraine. “Although it’s hard to say if this one initiative is the only reason, we have experienced a significant increase in new mattress sales during our recycling campaigns.”
Logistics are crucial
In campaign papers and on social media, JYSK Ukraine ran their mattress recycling campaign to customers several times during 2020. In February 2021, an improved version of the campaign will continue the initiative.
“The single most important factor for success with this effort is a well-run and simple logistics setup. If just one part of that chain breaks, the whole thing can be a failure, so the solution is to make it as simple as possible,” explains Ievgenii.
In Ukraine, a customer will have two options: Deliver your old mattress to your local JYSK store, or have it picked up at home when your new mattress is delivered.
Behind the scenes, it is then JYSK’s job to make the process as efficient as possible.
Mattresses in focus
Before mattresses, JYSK Ukraine ran some campaigns for customers to recycle their old pillows. Following that success, they moved on to the more ambitious area of mattresses.
“We are very happy with the results so far. I think we need to run it a few more times to see even better results, then maybe other JYSK countries will get inspired and follow our example,” says Ievgenii.
He is sure that these types of initiatives are the way forward for JYSK.
“Customers expect us to do more in terms of sustainability. That is extremely important for JYSK as a brand,” he says.