One Platform, 22 Million Customers: JYSK’s DXP Transformation

Strategi

We live in a customer expectation economy where consumers choose based on their total experience – not just product or price. For JYSK, the ambition is clear: to become customers' first choice and drive profitable growth across 28 markets.

This requires JYSK to truly know its customers – and act on that knowledge at the right moment, in the right channel. The strategy is built around three principles:
Connect data and build customer understanding on real insights. JYSK unifies customer data from all touchpoints – webshop, in-store, customer service, marketing and B2B – into a single, coherent view of the customer.

Identify relevant messaging and drive sales through moment-specific experiences. Personalisation is not about sending more, but about sending the right thing: tailored content, communication and offers based on the customer's preferences, behaviour and context.

Continuously learn and adapt. Through ongoing testing, analysis and optimisation, JYSK increases conversions and order value over time.
To deliver on this strategy, JYSK has invested in a Digital Experience Platform (DXP) – a technology stack that enables the business to centrally build, manage and optimise 1:1 personalised customer journeys across all touchpoints. The platform also supports JYSK's expansion by enabling effective, localised marketing that brings the brand closer to the customer – and paves the way for Unified Commerce.

Løsning

JYSK has architected a best-in-class Digital Experience Platform built on three integrated technologies: Treasure Data for customer data management and orchestration, Dynamic Yield for personalisation, and Bloomreach as the marketing automation layer. Together, the platform enables 1:1 engagement at scale across 28 markets and a wide range of owned and paid channels.

The platform ingests real-time and batch data from multiple sources – order data, customer profiles, web behaviour, product catalogues, email engagement, support cases and advanced analytics – and activates it across web, email and paid media. Enhanced with AI models and decision catalogues covering CLV prediction, RFM segmentation, propensity scoring and optimal send-time algorithms, the platform delivers true decision intelligence that continuously identifies and executes next best actions.

The DXP is designed to support both business and technical teams. A central Centre of Excellence ensures global governance and structured agility, while empowering local market teams to execute efficiently. The result is a platform that contextualises JYSK's diverse product portfolio across 28 markets, delivering over one million personalised product recommendations daily per market. With a growing customer base of 22M+, JYSK now executes sophisticated omnichannel campaigns combining always-on automation with targeted campaign management – all unified through a single, scalable ecosystem that aligns data, content, activation and insights.