Star-studded campaign gives the word to JYSK customers

With a new, large-scale campaign, JYSK puts focus on customers’ own reviews of the chain’s products.

”More than 100,000 customers have awarded JYSK 4.5 out of 5 stars.”

That is the simple message in JYSK’s new, international campaign, which launches in week 38 in more than 1,000 stores across 18 countries.

The campaign’s focal point is the reviews, which JYSK’s customers have made of the chain’s products, and which JYSK is making easily available.

- With our new campaign, we let customers’ own experiences of the product quality speak for itself. We think that is a very strong message. Those customers have bought that bed or that pillow themselves, and afterwards they have awarded stars on the website, so other customers can get a first-hand review of the quality, explains Michael Gade, Marketing Director at JYSK.

Apart from focusing on what customers themselves think about the products, with this campaign JYSK also wants to show the breadth in the chain’s assortment, which covers everything for the home. In connection with the campaign, JYSK also presents a long list of new products, especially furniture, decorative articles and bed linen.

High average requires good reviews

When reviewing the products, customers can award from one to five stars. This has been done more than 100,000 times, and the average of all those reviews comes in at 4.5 out of 5 stars.

- We are obviously incredibly satisfied with the great result and the large amount of reviews. It just means so much for the credibility that the quality has been reviewed by our customers and not just us, says Michael Gade.

The average of 4.5 out of 5 stars includes, naturally enough, both positive and negative reviews. But at JYSK, the Marketing Director appreciates the fact that so many customers have taken time to review a product after their purchase.

- You do not need a degree in statistics to understand that it really takes a lot of positive reviews to reach such a high average. And we certainly also appreciate the critical reviews since we constantly use those to improve our products and assortment, explains Michael Gade.

The campaign launches in week 38 with the title JYSK Favourites. It will be brought to life in more than 1,000 stores across 18 countries, and the campaign will also be promoted in campaign papers, online and on TV.

Facts about JYSK Favourites

• JYSK Favourites launches from week 38 in more than 1,000 stores across 18 countries.
• The 18 countries are: Denmark, Norway, Sweden, Finland, Poland, the Czech Republic, Hungary, the Netherlands, Slovakia, the United Kingdom, Slovenia, Croatia, Bosnia-Herzegovina, Serbia, Ukraine, Bulgaria, Romania and Greece.
• The main message of the campaign is: ”More than 100,000 customers have awarded JYSK 4.5 out of 5 stars”.
• 4.5 is the average of stars from more than 100,000 online customer reviews of JYSK’s products.
• The campaign will have its own subsite at JYSK.(country domain)/JYSK-Favourites, where customers can participate in competitions by voting for their favourite of two selected products, interiors, styles etc.
• The campaign will be promoted both offline (ads, campaign papers, outdoor) and online (newsletters, blogs, banner ads, social media).
• The campaign will also be brought to life in stores, where the current products from the campaign will be displayed.