Hello Mr Schirmer. The leaflets remains a tried and tested tool for communicating offers effectively. Why is it still so important for JYSK and how does it help you to meet customer needs in everyday retail?
Christian Schirmer : Leaflets are currently and will continue to be an important pillar of our media strategy in the coming years, along with many other channels. Local weekly newspapers are still very popular and it's a great way to study the enclosed leafletss and make shopping decisions, especially at the weekend, for example over breakfast.
In addition to pure price communication, leaflets also offer the opportunity to present our product worlds from "Scandinavian Sleeping & Living" in an inspiring way and to whet the appetite for a visit to JYSK. The leaflets can also provide information about the company's current projects, such as the JYSK Charity Run, in which we collected 85,000 euros in donations through a relay race across Germany, which we handed over at the RTL charity marathon.
We use our geo-intelligence to optimise the playout and impact of campaigns for our clients, focusing primarily on local characteristics. How important is it for JYSK to cater to local needs and regional differences?
Christian Schirmer: Many of the media we use, such as TV and radio, are played nationally or internationally. leaflets offer us the opportunity to set locally optimised accents where we can best reach our customers. With 940 stores in Germany and an average accessibility of 20 minutes by car, local relevance is an important USP for us. Our conversion to the new, attractive shop design concept "Store Concept 3.0", with which we fit out 150 stores a year, is also an important topic that can be communicated very well via local leafletss.
Consumers' expectations are constantly evolving, particularly in the way they perceive and respond to offers. In your opinion, what trends are currently characterising offer communication and how is JYSK strategically implementing these developments?
Christian Schirmer: The last few months and years have been characterised by inflation and price increases in many markets. Customers are comparing more, postponing investments where necessary and looking specifically for good offers. We offer these in our leaflets every week. We have also permanently reduced the price of a large part of our product range this year. In general, offer communication is becoming more complex, so the right mix including social media and online channels is crucial. JYSK has also increased its budgets in new channels. It is important that all channels complement each other and play to their respective strengths in the best possible way.
MEDIA Central and JYSK have been working together successfully since 2023, after you took the bold step of outsourcing the handling of offer communication. How do you experience the partnership?
Christian Schirmer: We feel that we are in very good hands with MEDIA Central in terms of expertise and a good, constructive dialogue. We are continuously working together to further optimise our leaflets business and know that MEDIA Central is a strong partner at our side.
Finally, how do you see the development of offer communication at JYSK in the coming years? Are there any ideas or approaches that you would like to develop further in the future?
Christian Schirmer: The future belongs to a constant adjustment and optimisation of the media mix, also against the background that increasing parts of the population, especially young people, are no longer reached via the "classic" media, but are inspired and make their purchasing decisions on online platforms such as TikTok or Instagram. Naturally, we at JYSK are taking this development into account.