Krasnodar, 21 March – Yug Times. In her childhood, Yulia Abdulagadzhieva dreamed to become a food store manager. When she was 25, she already managed two shopping malls in Krasnodar. Now she works as Sales Director of OZ Mall, the biggest shopping and entertainment centre in the Southern Federal District.
A year after the opening of OZ Mall, Yulia was invited to head the Rental Department of Leader LLC (OZ Mall’s managing company).
“It was difficult to leave my team - for SBS Mega Mall had become my second family,” Yulia Abdulagadzhieva says. “But I understood that I had grown up from that project and I had to move on.” There are more than 300 lessees at OZ Mall. Yulia asserts that she knows the assortment of every single store, which is an important part of the working process.
“A shopping mall is a single organism,” she explains. “It cannot exist without lessees who in their turn cannot survive without the correct marketing and leasing policy and strategy developed and implemented by our team. I am happy to be part of it.”
Yulia travels a lot around the country, where she studies shopping centres and the way the same lessee is represented in different cities. She is confident that a shop’s assortment must depend upon customers’ needs.
Yulia explains that a shopping mall long ago stopped to be merely a shopping place: people tend to make more purchases online, which is why physical shops must fight hard to retain their customers.
“Some five years ago, we did not have so many families with kids in our restaurants,” she says. “In the past, a restaurant would be associated with food and alcohol only; now it is a place for family recreation, where parents can take their kids to have fun. Malls are putting themselves into their customers’ shoes: they open more activity zones, playgrounds and convenient passageways for mothers with prams.”
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