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Store tour after Rebranding in Germany

Date: 01/10/2021

Author: Michael Rotermund, Head of Communications Germany

Category: Attractive Stores , History , Strategy

Week 1 of the rebranding from DÄNISCHES BETTENLAGER to JYSK: Country Manager Christian Schirmer went on a road tour across Germany.

From north to south and back again: Stuhr-Brinkum, Wolfsburg, Hameln, Göttingen, Bad Nauheim, Neunkirchen, Ulm, Amberg, Merseburg-Meuschau, Berlin-Reinickendorf, Schwerin, Wismar, Lübeck and Flensburg were on Country Manager Christian Schirmer's travel route.

Perfectly prepared for day 1 as JYSK

All stores had extended their opening hours from 8 a.m. to 8 p.m., were full of products, attractively decorated and ready for sales. 

Christian Schirmer said: “I was impressed by the 1000% preparation of the stores and the teams that I visited. All colleagues were absolutely focused on their customers, on advising, service and on a great brand experience as JYSK. Really amazing!"

"JISK, JÜSK or what?"

Some customers still had problems pronouncing our new name, but thanks to intensive communication across all channels that should soon be over.

What all customers had in common, however, was that they were able to get great offers this week that have never existed in this form before. For example, with a 20% discount on all non-reduced items, special Monday offers and 50-60% discount on mattresses.

The best possible customer experience

“Team spirit and sales attitude were literally tangible. All teams delivered the best possible customer experience one could wish for. Our appearance was just like a completely new company,” exaplined Christian.

And that carried over to the customers and thus to a very successful restart in the first week as JYSK.

“I'm looking forward to the next few weeks and months in which we will continue to consolidate our new market presence in the minds of our customers and those who are not customers yet. It will still be a rough path, but I am sure we will master it successfully together. We are writing the next chapter in our success story. Let’s go for a successful FY22!" said Christian.

Click to see more photos.

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