Pep Uses Cellphones to Target Youngsters
Sep 17 2008
Retail Wrap >>

Cash retailer Pep, traditionally targeted at parents, has begun opening stand-alone cellphone stores in order to better capture the youth market. Marcus Banga, the marketing director, said cellphone and airtime sales in the 1 400 Pep clothing stores already made up 30% of annual turnover of R8 billion. The clothing retailer opened Pepcell stores in Khayelitsha and Parow recently. A third Cape Town store will open soon and "stores within stores" will also open as it moves to service customers more quickly.

Pep sold 1 million handsets in financial 2007, with annual growth "above 20%". Pep said it was the largest retailer of prepaid cellular products in the country and was also the first to introduce virtual airtime.

Adapted from Source: Business Report, 7 August 2008