JOSHUA KARRAM Advertising and Marketing Manager at Ammar’s

What are your fondest childhood memories?

I spent a lot of my childhood on the football field; it has always been a great passion of mine. When I wasn’t playing football, I was always with friends and family exploring our beautiful island. One of the highlights was hiking to Blue Mountain Peak with my best friends.

What has been your most memorable meal?

Sundays have always been a favourite for me because I get to enjoy lunch at my grandparents’ house. My grandmother always cooks a large spread of delicious Jamaican and Lebanese food, one of my favourites being ackee and salt fish with fried breadfruit.

What’s on rotation in your car stereo?

Chronixx is currently my go-to, but I like a variety of different genres.

Which five words best describe you?

The five words that best describe me are: creative, funny, determined, athletic and focused.

Share with us the title of the last book you read.

Building a Story Brand by Donald Miller

What’s your idea of the perfect date?

My idea of a perfect date is doing something simple with my girlfriend Abi. We enjoy loading up on our favourite snacks and watching movies together or going to the beach.

What do most people get wrong about millennials?

I believe most people perceive millennials as entitled and that we want instant gratification without the hard work and determination needed to achieve success.

Were you and five other millennials given Jamaica to run, who would your chosen five be and why?

My chosen five would be my sister, girlfriend and three closest friends, because between us I believe we share a combination of skill sets and values that when combined would only lead to success. Between us we are creative, passionate and hard-working, but most of all we are at our absolute best when we are surrounded by each other.

Can brick and mortar compete with online shopping?

Brick and mortar can compete with online shopping in a few major ways. In the fashion industry the consumer has the opportunity to get personalised service and to physically interact with the product by trying it on, coordinating it with other items or accessorising it. The consumer gets to feel the quality of the product and is able to have immediate delivery of the item; no wait time for shipping or delays in customs, because it is all done for you. Things that you order online have risks involved as they could arrive damaged, or the wrong size or colour, and then consumers have to become personally responsible for returning these items.

How are you positioning Ammar’s through social media?

Social media provides incredible advantages for Ammar’s as it increases brand awareness and exposure to high volumes of people instantaneously. It is a cost-efficient marketing method as it allows constant engagement with customers. It allows businesses to provide information and photos of products not only to our regular customers, and it is a gateway to reach new customers.

What more can be done in retail to encourage consumers to spend more?

Firstly, continue to carry quality fashion-forward merchandise at competitive prices. Secondly, always strive to improve customer service, while remembering that our customers have a choice of where to shop. Lastly, create an aesthetically pleasing environment where a customer feels comfortable and welcome.