the shopping experience with expanded categories in gaming, electronics, and home furnishings. The new Courts megastore is part of a broader mixed-use development strategy that Unicomer is implementing in Trinidad. The project includes additional retail spaces that Unicomer will lease to well-known fast-food and coffee franchises, creating a comprehensive shopping and leisure destination. “We’re building a retail experience that goes beyond Courts,” Siman notes, describing plans to feature other popular brands operated by third parties. In tandem with its retail and real estate projects, Unicomer is also scaling up its consumer finance operations in Trinidad. As demand for quick, accessible loans grows, Unicomer’s financial services have found a niche, especially among customers who may struggle to access traditional banking products. “The credit business is very cash-intensive, and we’ve been able to grow our portfolios significantly,” Siman says. For many Trinidadian consumers, applying for a bank loan can be a slow, complex, and sometimes discouraging process. Unicomer, by contrast, offers a streamlined, efficient loan option that allows customers to access funds quickly and at competitive rates. MARKET KNOWLEDGE AND ADAPTABILITY Unicomer’s success in the Caribbean hinges on its deep understanding of the local market and its ability to adapt to the specific needs of its customers. “When Unicomer came to the Caribbean, we saw there was no structured way for consumers to get credit for household durables,” recalls Le Blanc. At the time, people often relied on layaway systems or personal relationships with shop owners to make large purchases. By offering flexible credit, Unicomer provided a new way for everyday consumers to afford the essentials for their homes. Today, Unicomer’s customer base has grown beyond its original demographic, with an increasingly diverse range of offerings to appeal to different segments. “We still serve the ordinary working-class person, but we also cater to aspirational young professionals,” says Le Blanc. This shift is partly driven by rigorous market research. Every year, Unicomer conducts extensive market studies, gathering insights across categories like furniture, appliances, credit, and optical services. This data informs a tiered retail strategy, where stores in smaller towns carry a more limited selection, while flagship stores in larger cities offer a full range of high-end products, from top-of-the-line refrigerators to premium televisions. Unicomer’s decentralized structure allows local 18 BUSINESS VIEW CARIBBEAN VOLUME 11, ISSUE 12
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