Jysk is a globally known furniture retail chain, selling ‘everything for the home’. It has 2,900 stores in 51 countries worldwide and in 2019 their turnover was €4.7 billion.
But with an operation this big it wasn’t often that Jysk was able to get a deep-dive on what was and wasn’t working in the marketing mix and optimize it appropriately. With the leaflet marketing having a crucial role for Jysk, they decided to start there -- the aim was to understand how different distribution days, quantities and areas would affect sales and margin growth rate to find the sweet spot in terms of long-term profit optimization.
“Optimizing leaflet delivery distribution enabled us to decrease leaflet costs by 0,7MEUR without negative impact on incremental sales. Moreover, we were able to invest that budget in other media, such as digital and TV, which not only support leaflet’s efficiency but also allowed us to grow faster than the market!”
Sellforte's analysis looked at sales and marketing data from the past 3 years in order to reveal like-for-like comparisons and margin graphs for that period. Based on the comprehensive modeling and analysis Sellforte's team then created an interactive postal code heatmap showing all of the areas that they had distributed to, colored coded by sales ROI.
As intended, the insights revealed when and where the leaflet was performing exceptionally well, and allowed Jysk to save 0,7MEUR in leaflet costs without any negative incremental sales impact.