Case Study | JYSK - One Platform. 22 Million Customers.

JYSK

One Platform. 22 Million Customers.

Building a digital experience platform to power personalisation across 28 markets.

Consumers today choose brands based on their overall experience, not just product or price.

For JYSK, competing across 28 markets and serving millions of customers, success means knowing who those customers are and reaching them at the right moment, on the right channel. That requires more than good marketing. It requires infrastructure.

JYSK partnered with Merkle to build a digital experience platform that unifies customer data, enables real-time personalisation, and supports scalable growth across markets.

22M+

customers reached across 28 markets
210%

increase in revenue from product recommendations
245%

growth in clicks (6M+ in November 2025 alone)
55%

more items per order when recommendations are used
40%

higher average order value for customers who engage with recommendations
47.5%

of total email revenue now driven by automated emails

The challenge

JYSK operates across 28 markets with a diverse customer base spanning in-store shoppers, webshop visitors, loyalty members, and B2B buyers. However, customer data was scattered across touchpoints with no single, unified view of the customer. This made personalisation inconsistent and limited the ability to deliver relevant experiences at scale.

Increasing communication volume was not the solution. The challenge was to send the right message to the right person at the right time, across more than 22 million customers.

The approach

Merkle partnered with JYSK to design and build a digital experience platform on three integrated technologies:

Treasure Data for customer data management and orchestration
Dynamic Yield for personalisation
Bloomreach as the marketing automation layer

The platform consolidates real-time and batch data from across the business, including order history, customer profiles, web behaviour, product catalogues, email engagement, support cases, and advanced analytics, and activates it across web, email, and paid media.

A suite of AI models covers customer lifetime value prediction, RFM segmentation, propensity scoring, and optimal send-time algorithms, so the platform can continuously identify the next best action for each customer.

Governance was built in from the start. A central centre of excellence handles global oversight while giving local market teams the flexibility to execute efficiently in their own context. The platform delivers over one million personalised product recommendations daily per market across all 28 markets.

Play

The outcome

The impact was immediate and measurable. Between May and November 2025, direct revenue from product recommendations grew by 210%, with total clicks rising 245% to more than 6 million in November alone. Customers engaging with recommendations added 55% more items to their baskets and generated 40% higher average order values.

Automated emails now drive 47.5% of total email revenue and delivered a revenue index of 196 in the first four months of FY26 compared to the same period the year before.

With a single, scalable platform now in place, JYSK can connect data, content, and activation across every channel, enabling consistent, personalised experiences across all markets.