Tag: Philippines

The future of retail and e-commerce in the Asia-Pacific region is evolving at an unprecedented pace, driven by rapid technological advancements and shifting consumer behaviours. As digital transformation accelerates, businesses must navigate the complexities of emerging technologies and immersive shopping experiences. At the same time, the region’s diverse markets present unique challenges in localisation, logistics, and customer engagement strategies.

With mobile-first economies–which is something that is very evident in the region–influencer-driven purchasing trends, and increasing demand for seamless omnichannel experiences, brands must continuously adapt their strategies to remain relevant.

In response to this industry convergence, MARKETECH APAC and its sister publication UpTech Media have joined forces to launch the Retail & E-Commerce Innovation Marketing & Tech Summit conference series which aims to unite industry leaders, marketing experts, and tech innovators to explore the latest trends, strategies, and technologies driving the evolution of retail and e-commerce in the region.

Retail & E-Commerce Innovation Marketing & Tech Summit: Malaysia 2025

Kicking off the series this year is the Retail & E-Commerce Innovation Marketing & Tech Summit: Malaysia 2025 which will be held on 22 May 2025 at Sheraton Petaling Jaya, offering attendees a unique opportunity to connect with industry pioneers, redefine their strategies for retail and e-commerce, and seize new growth opportunities in Malaysia’s rapidly expanding market.

The event’s first lineup of speakers include:

  • Low Ngai Yuen, Chief Merchandise & Marketing Officer at AEON
  • Siew Lai Wong, Chief Marketing Officer at BIG CARiNG Group
  • Anand Taparia, Regional Senior Director of Marketing for MY, BN, SG, and ID at Colgate-Palmolive
  • Sreeratha Govindasamy, Head of Customer Care at Philip Morris International
  • Evelyn Lee, Head of Marketing at Secret Recipe Cakes & Cafe Sdn Bhd
  • and more to be announced!

This conference follows the success of the E-Commerce Marketing in Malaysia 2024 conference, held on 25 July 2024.

Retail & E-Commerce Innovation Marketing & Tech Summit 2025: Philippines 2025

Next up, the conference heads into the Philippines with the Retail & E-Commerce Innovation Marketing & Tech Summit 2025: Philippines 2025. Happening on 25 June 2025 at Shangri-La The Fort, Manila, this conference is aimed at revolutionising Philippine commerce, and will unite industry leaders, marketing experts, and tech innovators to explore the latest trends, strategies, and technologies driving the evolution of e-commerce.

The conference is also rooted in the success of the E-Commerce Marketing in the Philippines 2024 conference, which happened on 8 August 2024.

Retail & E-Commerce Innovation Marketing & Tech Summit 2025: Indonesia 2025

Last but not least, the conference series will be making its debut in Indonesia with the launch of the Retail & E-Commerce Innovation Marketing & Tech Summit 2025: Indonesia 2025, happening in November 2025.

Joven Barceñas, founder and CEO of MARKETECH APAC and UpTech Media, said, “The future of retail and e-commerce in Asia-Pacific hinges on the seamless fusion of technology and marketing. By fostering discussions on innovation, consumer trends, and digital transformation, businesses can unlock new opportunities, stay competitive, and shape the next era of commerce in this dynamic region.”

For speaking opportunities for these conferences, contact Katherine Sy at [email protected]; for registrations, reach out to Hans Policarpio at [email protected]; and for sponsorship, reach out to Joven Barceñas at [email protected].

Philippines – Cadbury teamed up with Ogilvy Philippines, Indonesia, and Singapore for a Valentine’s Day campaign celebrating the beautifully imperfect nature of real love.

Cadbury’s campaign highlights how the most meaningful love stories often defy clichés and expectations. It embraces the complexities of real relationships—from the rollercoaster of emotions and differing tastes to shared vulnerabilities and steadfast support through life’s ups and downs.

The campaign features a film depicting a couple embracing their imperfections and celebrating the unique differences that strengthen their bond.

Alongside the campaign film, Ogilvy, in collaboration with Bulletproof, has introduced a limited-edition split-heart package design for the campaign. The design, which symbolises two halves of a whole, highlights individuality within relationships, representing contrasting preferences such as music genres and travel destinations.

The packaging visually conveys the campaign’s central message: that love finds harmony in difference, illustrating how two distinct individuals can come together to form a meaningful connection.

The limited-edition Cadbury split-heart packaging was released in Indonesia and the Philippines.

Philippines – Superapp Grab is surprising Filipino couples with a walking delivery bag this Valentine’s Day in its latest marketing campaign.

In a series of surprise videos on social media, Grab personified its delivery bag to humorously serve Filipino couples on their dates.

While injecting comedy into the videos, Grab highlights its offerings that can make Valentine’s celebrations better. It emphasises how users can order cakes from GrabFood and flowers from GrabMart alongside booking a ride with GrabCar.

Through the video, Grab showcases how celebrations of love can be made affordable and seamless for Filipino couples.

Grab also launched various promos for users of GrabCar, GrabMart, and GrabFood in time for Valentine’s Day.

Philippines – McDonald’s Philippines is celebrating long-lasting love in its latest #ForeverDate campaign, transcending age, just in time for Valentine’s Day.

The heartfelt film, ‘Love Ko ‘To Forever,’ celebrates steadfast love that lasts throughout decades, having McDonald’s as a witness to the relationship. Starring actors Eva Darren and Leo Rialp, the film shows how love continues to bloom in spite of ageing as the two set out on weekly McDonald’s visits.

The film, conceptualised by Leo Manila and directed by Film Pabrika’s Joel Limchoc, follows the story of a husband helping his wife prepare for their McDonald’s date, as her hand trembles from old age. 

As part of the campaign, McDonald’s is also inviting people to celebrate and share their ‘forever dates,’ whether with a partner or friend.

“In a time when social media is filled with stories of fleeting love and viral breakups, it’s good to be reminded that such love exists. We hope that by sharing this feel-good film this Valentine’s Day, we will fill our timelines with more heartwarming stories about true love. We started with this and now, we are looking forward to people sharing their own #ForeverDate stories,”Ada Lazaro, chief marketing officer at McDonald’s Philippines, said.

“McDonald’s has played an important part in countless love stories, so we loved the idea of showing how even simple acts – like sharing fries on a park bench – can provide genuine moments of happiness and reconnection. Now, by inviting others to share their own love stories, McDonald’s hopes to continue celebrating a demographic that’s often invisible in popular culture, while showing that love, in its purest form, is unyielding and timeless,” Raoul Panes, Leo Manila’s chief creative officer, commented.

Philippines – Metro Pacific Investments Corporation (MPIC)’s digital healthcare arm mWell is set to acquire Ayala Group’s telehealth provider KonsultaMD. According to Manila Bulletin, the acquisition is for 100% of KonsultaMD, with its cost remaining undisclosed.

According to mWell, the acquisition reinforces its position as the largest digital healthcare platform in the Philippines.

While KonsultaMD is set to operate under mWell, the telehealth provider will keep its brand, allowing its users to access key healthcare services. With a unified platform, MPIC expands its existing network, tapping into KonsultaMD’s significant user base and expertise.

Meanwhile, Ayala Group plans to continue supporting mWell and KonsultaMD after the acquisition.

KonsultaMD is a telehealth app under 917Ventures, a subsidiary of Globe. mWell is also a health app with millions of users.

Philippines – Marketing creatives from the Philippines have set up a new social good agency in Manila. The agency, called ‘Lennon Group,’ aims to direct creativity towards social welfare.

Founded by creatives Raymund Sison, Rizza Garcia, Alan Fontanilla, and Miguel Co, Lennon Group promotes societal consciousness in the creative industry. The marketing creatives aim to harness creativity to be impactful in people, businesses, and communities.

Lennon Group introduces a unique staffing model, selecting the best talents. Combining strategic thinking with innovation, the agency intends to find the intersection between humanity, creativity, and technology.

Sison, who leads the team, brings almost 20 years of experience in creative communications, branding, and digital experience. He has worked with both local and global brands, including start-ups, non-profits, and non-government organisations.

“It’s a dream come true,” Raymund Sison, founder & creative chief of Lennon Group, said.

“We wanted a creative company that is conscious of what’s happening in the real world and cares about how to make it better. All these years, we’ve always tried to find ways for creativity to help inspire and uplift humanity, for ideas that make a real difference in the world. Now we have an opportunity to make it happen every day,” Sison added.

“Our name was inspired by our creative idol, John Lennon, who changed the world through creativity,” Garcia, co-founder & executive creative director, commented.

“We understand that the best of talents don’t want to be tied down to one thing. So we accept and maximize whatever and however way the talent wants to contribute. It’s a new way of contracting that focuses on commitment to talent and their impact, rather than their commitment to time and time-ins. It’s a new way of working that puts the very best for the studio and the talent. We think it’s a win-win,” Garcia added.

“We aim to create initiatives and projects that respect humanity, use creativity to inspire and uplift, and maximize the power of technology in the service of humans,” Co, co-founder, CFO and CTO, said.

“As a social good agency, we are aligning our mission with the UN SDGs, all the way to our local and national development goals, and always, always using creativity to uplift humanity,” Fontanilla, co-founder and COO, said. 

“So we cater to brands and businesses, NGOs and Non-Profits, associations and government organizations — from healthcare to financial literacy to sustainability to wellness and wellbeing to education to food and nutrition to women and gender and rights for all to art and culture, all the way to nation-building and responsible citizenship,” Fontanilla added.

Manila, Philippines – Global beauty brand Avon in the Philippines has recently tapped Emmanuel Cruz as its new head of omnichannel. Cruz recently came from Mondelez International, where he was the e-commerce lead for the Philippines.

Aside from Mondelez International, he also previously held e-commerce leadership positions at Wyeth and Bayer, where he aided in improving the omnichannel strategies for these companies, and brick-and-mortar onboarding, digital paid media, social commerce, and performance.

In an exclusive interview with MARKETECH APAC, Emmanuel shares that he will help accelerate Avon’s online and offline retail expansion locally. 

“As we all know, Avon’s legacy has always been on relationship selling, and this entry into retail is a milestone as we make our loved Avon products more accessible to more consumers anytime and anywhere in the country,” he stated.

Creating strategies from the ground up

When asked what specific omnichannel strategies he looks forward to implementing, Emmanuel shares that he wants to create different consumer experiences in their offline and online verticals.

“In any omnichannel strategy, the shopper is always at its core. With this in mind, I’m excited to create a differentiated and meaningful offline and online experience for Avon shoppers with the right products at the right platform,”

At its core, Avon has been about direct selling to customers in real life. Its Avon sales representatives are well-known in the country for offering the latest from the company across multiple product categories, such as cosmetics, skincare, perfume, and personal care products. 

With this in mind, his statement reflects the company’s ongoing commitment to enhancing its offerings across multiple channels, as Avon continues to advance its strategic initiatives while delivering the personalised beauty experience that customers know and love.

Nonetheless, Emmanuel is determined to push through, given his past leadership experiences.

“As what I always impart to my team: First, be agile. Second, test and learn. Third, learn and scale up. Building the e-commerce businesses for Bayer, Wyeth and Mondelez from the ground up taught me these three values I carry with my new role today,” he said.

Navigating omnichannel challenges and opportunities

For Emmanuel, the biggest challenges involve both their competitors and the type of selling being done. “Competitors (both local and global brands) are becoming even tougher with pipeline innovations, campaigns and digital marketing strategies. [Moreover], platforms online [are] ever-so evolving and fast-paced. [Lastly] shoppers [are] becoming more demanding and mindful of purchases,” he stated.

Given this wide array of challenges, he then states that the opportunities for Avon lie ahead in the relationship between offline and online channels. Given that shoppers are browsing online and offline, they can be converted from online to offline as well.

This also explains why Avon in the Philippines has expanded its reach by allowing its sales representatives to go live on TikTok for greater reach while expanding its offline retail network.

A good example of this expansion is Avon’s partnership with Watsons, which kicked off with the brand’s presence in Watsons’ 500 local stores in October 2024.

“Through Watsons, we’re bringing Avon closer to customers who may not have had the chance to experience our products before. Whether you’re looking for your favourite skincare, makeup, body and toiletries, or fragrances, you’ll now find them in Watsons stores nationwide,” he said.

Emmanuel also highlighted how this partnership was a win for its representatives, stating, “This partnership is also a win for our Avon Representatives. By increasing brand visibility and accessibility, we are helping our Reps reach new customers and grow their businesses. We are committed to supporting them as they continue to be the heart and soul of our brand. We invite everyone to visit Watsons and discover the Avon products you love, now even more accessible to you.”

***

An effective omnichannel strategy is crucial for augmenting direct sales by seamlessly integrating online and offline touchpoints to create a cohesive customer experience. By meeting shoppers wherever they are—whether through digital platforms, in-store visits, or personalised consultations—brands can build stronger relationships, drive higher engagement, and boost conversions. With Emmanuel on board, Avon aims to improve its standing in the Phillippine market and reach more offline and online customers.

Philippines – The Jollibee Group has introduced the first stand-alone Milksha concept store in the Philippines, tapping into the country’s milk tea culture with the Taiwanese brand.

The new Milksha store opened on January 20 at SM North Edsa, Quezon City.

Milksha, majority-owned by Jollibee Group since 2021, was previously brought to the country through integration in select Chowking stores.

Also known as the brand Milkshop in Taiwan, Milksha employs traditional Taiwanese methods to brew its beverages, using premium imported ingredients.

“Milk tea has become such a big part of Filipino daily lives. What makes Milksha well-positioned for this market is its dedication to using fresh and premium natural ingredients and crafting unique, refreshing flavors that can capture the evolving taste buds of Filipino milk tea lovers,” Joseph Tanbuntiong, Jollibee Foods Corp. Philippines chief executive officer, said.

“We’re very happy to have Milksha in our Jollibee Group family. Milksha’s choice ingredients and innovation bring something genuinely delightful to our customers,” Ernesto Tanmantiong,  Jollibee Group global CEO, said.

Peter Huang, Milksha Global founder and CEO, also commented, “I thank all of the partners joining this project. We look forward to expanding, providing more jobs, and making every milk tea lover happier with every cup.”

Philippines – The Asian Development Bank (ADB) has a $100m financing deal to support holding company Ayala Corporation’s initiatives to charge the electric vehicle (EV) ecosystem in the Philippines.

The funding will be allocated to the procurement and installation of EV charging stations in the country. A portion of the funding will also be used to acquire EVs from leading manufacturers for commercial distribution. 

Aiming to bolster the development of a charging station network in the country through the financing deal, Ayala intends to address the limited EV charging infrastructure and other barriers to boost its adoption.

Besides ADB’s financing, the deal includes a concessional loan from the Canadian Climate and Nature Fund for the Private Sector in Asia (CANPA), a trust fund managed by the bank which supports climate solution projects in the private sector.

Ayala’s mobility provider, ACMobility, has been leading initiatives to develop EV charging stations in the Philippines since 2023. It recently acquired the charging network Evro, which operates under Globe’s tech innovation arm 917Ventures.

“This project is a significant step towards a sustainable and low-carbon future for the Philippines. By fostering the development of a robust electric mobility ecosystem, we are not only addressing critical environmental challenges such as air pollution, but also driving economic growth through the creation of green jobs, enhancing energy security, and promoting inclusive and resilient urban development,” Pavit Ramachandran, ADB country director for the Philippines, said.

“This innovative blended financing comes at an opportune time as Ayala, through ACMobility, continues to ramp up its electric mobility investments. As we help build a comprehensive EV ecosystem for the Philippines, we wish to thank like-minded institutional partners like ADB for helping us expand our electric mobility initiatives, accelerate our contribution to the Philippines’ climate goals, and reaffirm our purpose of building businesses that enable people to thrive,” ACMobility’s president and CEO Jaime Alfonso Zobel de Ayala, commented.

Philippines – Nestlé Philippines, the local unit of the food and beverage corporation, is set to invest up to P6b to enhance its operations in the country, spending P2b on average annually from 2025 to 2027.

In a report by Inquirer, Nestlé Philippines chairman and chief executive officer Kais Marzouki shared the company’s aim to expand its capacities and technologies through the investment, seeing its growth potential.

According to Marzouki, Nestlé’s local unit is the sixth largest market globally.

While seeking to address increasing demands, the company also plans to broaden its product lines.

Nestlé’s global chief executive officer Laurent Freixe cited the potential of expanding its pet food offering in the country. 

Nestlé has a broad line of local and global brands, with Nescafé, Milo, and Bear Brand being its top-selling ones in the country.

The food and beverage giant has factories in Bulacan, Laguna, Cagayan de Oro, and Batangas, Philippines.