JYSK opened the doors for the company’s first store in Russia, in Trojka Moscow. The opening in Russia was very different compared to other countries and store openings. JYSK had not done any marketing prior to the opening, and the citizens of Moscow were still not allowed to go more than two kilometres away from home.
Country Manager of JYSK in Russia, Igor Raić, said: “Since we had not done any marketing, and since there are not a lot of people on the streets, the day started a bit slow. But it became better and better during the day, as the word spread that a new store has opened. Furthermore, we had good online sales, so all in all, I am very satisfied with the first day.”
Raić underlined that the most important mission was to open the store and give all of the customers a good experience to ensure that they will come back again. At the same time, JYSK will gradually begin with local marketing initiatives to make people of Moscow aware that JYSK has come to town.
“We will begin digital and social media campaigns very soon, and then in a couple of weeks we will begin distributing campaign papers to boost sales,” says Igor Raić. He feels confident that JYSK will be a great success in Russia.
Andrey Achkasov, the Store Manager in Trojka Moscow, commented “Despite corona challenges, we have managed to overcome all pitfalls and make our store ready for opening. It was not easy but a great team effort made it happen. The first day was very exciting and we were thrilled to open the doors to our store.”