Rostislav Cherevko, adidas Ukraine: The Ukrainian market is unpredictable

As adidas Ukraine responds to the domestic market unpredictability and the buyers rapidly growing demands.

In Ukraine the brand adidas does not need to be introduced. The company has been operating in our country since 1996 and is one of the largest players in the sportswear market. Adidas Ukraine is responsible for the brands Adidas, Reebok promotion and distribution in the country. Adidas Ukraine director Rostislav Cherevko spoke in an interview to rau.ua about effective communication with customers, the company’s latest innovations and the Ukrainian market prospects.

— Are there any specific work features in the Ukrainian market?

— The Ukrainian market is unpredictable. Trends change very often. It is also worth noting the fast-growing customer requests. With the dollar appreciation, when the imported goods value increased, most Ukrainians asked: “What do I get for this money? What exactly is my profit?” Therefore it is important that the client can get either better service or an improved product.

— When did the buyer become more demanding? What is the reason for this?

— From the moment when the first devaluation rounds began. If earlier people had the opportunity to spend an income part on essential products and at the same time postpone, now most people are not up to savings. The Ukrainians reconsidered their expenses and, if they part with money, they want to get as much as possible.

— How do you react to this? Do you give the client the opportunity to get more?

— Our employees are in contact with customers, always trying to understand what they expect from the company and the product. We installed racks last year in Kiev, Kharkov and Odessa where we ask buyers what they liked / did not like. It is important for us to know the opinion of everyone, for this we explain why the client should waste his time and leave comments.

We ask about it not only those who made the purchase, but, first of all, those who came to the store, but did not buy anything. People respond positively, and with each week the responses number increases.

— What innovations will you please Ukrainians?

— One of the last innovations is the Test Your Run zone. Now it works in three Adidas stores in Kiev: the SEC Dream Town, Sky Mall and Central Department Store.

This is a zone where you can learn about the foot individual features and running technique. And you also can choose the right running shoes. Instructors-athletes are trained here. After testing, they give recommendations on the running technique. We do not want to just sell sneakers and forget about the buyer. We also have running clubs, where you can improve your skills in athletics with professional coaches. It is important for us to give advice, experience, knowledge.

The second project is Test Yourself. This is a zone in which you can examine the body: assess the cardiovascular system state, learn the biological age; body bone, muscle and fat mass, strength indicators, the flexibility and endurance level. Thanks to these data, you can adjust the workouts and track the dynamics if you take the test monthly. This zone can be found in the store Adidas Ukraine in CDS.

Another one of our initiative is open training. For example, there are training sessions with professional trainers from the CrossFit Banda club, which everyone can come and work on in the shops of Reebok in the mall Gulliver, Sky Mall and CDS.

— Have these innovations been introduced for the first time in Ukraine?  Have these innovations been introduced before in other countries?

— Similar technologies appeared earlier in Europe. But all this time it developed, and now, in Ukraine, we use more advanced models than our colleagues.

There are companies that use similar technologies, but we have a different philosophy. We create a racing community all over the country, in which we are invited people, we are involved them in sports.

— What plans have you for the future?

— We launch the sports project Creators Games. These are sports competitions in which teams compete in track and field athletics, functional disciplines, as well as in football and chair-dance. Last year, these competitions were held only for the company employees. This year we went further, and now we invite all comers. We give the opportunity to train for several months with professional trainers.

— How do you see the Ukrainian market prospects?

— I’m sure everything will be fine. There are many professionals in the market in all spheres. And this team will not let him slide down. Now many young talents come to us for interviews. And it pleases. When there are such guys, such teams, I believe that the future is behind them, and it is successful.

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