Tag: Retail

Philippines – The Philippines is rapidly emerging as a pivotal force in Southeast Asia’s digital economy, with its retail and e-commerce sectors undergoing significant transformation. Consumers are increasingly seeking personalised experiences, seamless payment options, and omnichannel convenience. To meet these evolving demands, businesses must harness the power of automation, predictive analytics, and partnership marketing.

In response to this dynamic landscape, MARKETECH APAC, in collaboration with its sister publication UpTech Media, is thrilled to present the ‘Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2025.’ Happening on 14 August 2025, at Shangri-La The Fort, Manila, this summit aims to redefine the future of e-commerce in the Philippines. The event will bring together industry leaders, marketing experts, and tech innovators to explore the latest trends, strategies, and technologies driving the evolution of e-commerce.

Building on the success of ‘E-Commerce Marketing Philippines 2024,’ this year’s summit promises to be bigger and better, offering attendees valuable insights, cutting-edge ideas, and ample opportunities for learning, networking, and inspiration.

The conference will feature top-notch keynote presentations, dynamic panel discussions, engaging fireside chats, and curated networking sessions, each designed to elevate retail and e-commerce strategies.

Leading the conversation will be top industry leaders and experts, including:

  • Emmanuel Cruz, Omnichannel Director at Avon Cosmetics Inc.
  • Sriharsha Vavilala, Director of Revenue & Strategy at edamama
  • Nancy Almasco, Marketing Director at FlowerStore.ph
  • Marx Benedict So, Associate Director, Digital & Commercial Insights at Mega Prime Foods Inc.
  • Tiffany Batungbacal, Assistant Vice President at Primer Group of Companies
  • Neelam Gopwani, President at Vision Express Philippines
  • …and more to be announced!

Joven Barceñas, founder at MARKETECH APAC, said, “This summit isn’t just about trends—it’s about enabling the tech backbone of retail and e-commerce in the Philippines. From AI to marketing automation, we’re here to facilitate the conversations and collaborations that will define the future of commerce.”

The Retail & E-Commerce Innovation 2025 Series is also set to expand to Malaysia, with an event scheduled for 17 July 2025.

To learn how to be part of this summit, click HERE for further details.

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

For speaking opportunities, contact Kathleen Murata at [email protected]; and for registrations, reach out to Rosalie Cruz at [email protected].

Philippines – Pop culture lifestyle brand Funko is set to open its first licensed store in Southeast Asia in June 2025. The store, to be established in the Philippines, is under the local retailer Funtastik Enterprises Corp.

The expansion in the region is part of Funko’s growth strategy, bringing the brand closer to fans internationally. With Filipinos ranking among the top most engaged Funko fans, the strategic move is expected to boost local engagement while attracting new fans.

Funtastik’s partnership with Funko reflects its expertise in the market, including its focus on customer service.

The Funko store will be located in SM Mall of Asia. The shop will be offering exclusive product launches and interactive areas. Various collectibles, including the Funko Pop, Bitty Pop, and Loungefly lines will be available in the store.

“As a global brand, Funko is committed to expanding our presence in the most engaged and fastest-growing fan communities. The Philippines is one of our strongest-performing markets in Asia, and this licensed store represents our investment in its passionate fanbase. We’ve seen remarkable success with similar stores in the Middle East, and we’re excited to bring that momentum here,” Cynthia Williams, CEO of Funko, Inc., said.

“By deepening our retail footprint and enhancing direct-to-consumer experiences, we hope to inspire connection, self-expression, and fun for our fans—wherever they are in the world,” Williams added.

Funko, based in America, manufactures various figures, plush, and apparel among others. It has one of the largest selection of pop culture licenses worldwide.

Hong Kong – Chinese e-commerce giant JD.com is reportedly set to expand into the Hong Kong market with the launch of its offline flagship store, ‘JD Mall,’ offering an immersive retail experience.

According to a report by local media Ming Pao, JD Mall in Hong Kong is expected to mirror its mainland China counterpart, with a primary focus on home appliances.

Ming Pao also cited sources revealing that since the fourth quarter of last year, JD.com has been actively recruiting employees, offering high salaries to attract talent from Hong Kong’s electrical appliance retail industry as part of its plan to establish physical stores in the city.

Additionally, the report stated that JD Property Development, a subsidiary of JD.com, acquired the entire Li Fung Centre in Sha Tin last year. Meanwhile, related companies have moved into Jardine House in Central, signalling preparations for JD.com’s entry into the Hong Kong market.

Ming Pao also reported that JD.com’s subsidiary, Beijing Jingdong 360 Electronic Commerce Co., Ltd., applied for the trademarks of its instant delivery brands in Hong Kong last December. However, JD.com stated to the local media that there are currently no plans to develop ‘Dada,’ ‘Seconds Delivery,’ or related food delivery services in Hong Kong.

JD.com’s reported entry into Hong Kong comes after Alibaba’s Taobao Hong Kong launched its first furniture and home goods store in Tsim Sha Tsui, signalling a growing push by major mainland e-commerce giants into the city’s market.

Kuala Lumpur, Malaysia – Regional super-app giant Grab is set to acquire Everrise, a Malaysian supermarket chain, from private equity firm Navis Capital Partners. This acquisition follows a similar acquisition done by Grab to Jaya Grocer in 2022.

Everrise, founded in 1993 in Kuching, initially catered to the mass-market segment. As consumer preferences evolved, Everrise introduced a premium grocery shopping experience in 2012. In 2019, Navis recognised Everrise’s potential and invested in the company, to establish it as a leading premium grocery brand in East Malaysia.

Since the investment, Navis has closely collaborated with the company to accelerate the rollout of new stores and to refurbish existing ones, further enhancing the shopping experience for customers. 

Furthermore, Navis worked closely to bring in new professional talent and has supported management in improving its supplier engagement, broadening its product offerings–including the launch of a private label and securing new exclusive supply arrangements–and in digitalising its loyalty program, amongst others. 

Some of the rapid actions taken were informed from Navis’ experience in the more developed premium grocery market in Peninsular Malaysia, where Navis remains invested in the multi-brand operator, The Food Purveyor.

Jeffrey Sia, representing the founding family of Everrise, said, “We are proud to see Everrise growing from strength to strength. Over the last six years, Navis has helped transition the business to a fully professional team and created a robust foundation for independent future growth. We appreciate the partnership, trust and great working relations we have had with Navis over the years.”

He added, “Grab’s vision for the future comes at a perfect time and will be the beginning of a new milestone for the business to reach even greater heights. The team at Everrise is looking forward to this new partnership to deliver an even better shopping experience to all our customers.”

Meanwhile, Edwin Fua, partner at Navis, commented: “Everrise has a strong 30-year heritage, loyal customers and a dedicated team. By combining that with our prior experience in premium grocery, Everrise quickly became the undisputed leading brand for premium grocery shopping in East Malaysia. We are extremely proud of our partnership with the Sia family and appreciate their contributions in making this journey with us.”

He added, “The business is now well-positioned to take the next step and lead the digitalisation of the grocery shopping experience in East Malaysia together with Grab. It will be an exciting next few years and we look forward to its continued success.”

Southeast Asia is a hot market for AI adoption. With competition among major players heating up and technology providers increasingly integrating AI into their offerings, AI is now more accessible to mid-market retailers as well as major enterprises. The region is also well-suited to AI integration, as this market typically moves quickly to implement new technologies once they are proven.

While affordable AI technologies and the appetite to harness them exist among retailers, there is a key challenge that is often absent from the frantic discourse found online or in the press: determining specific use cases that add value. 

From chatbots to retrieval augmented generation systems (RAG) and autonomous AI agents, organisations are still working out how to implement AI effectively and efficiently. The excitement around AI’s potential is clear, but businesses need to ensure any implementation delivers tangible value, rather than just being there for the sake of it.

This leaves retailers in a challenging position. The pressure to adopt AI is significant and technologies are maturing fast. Companies must balance that pressure and identify practical applications that create real value for their business and customers.

What AI Adoption Looks Like in Retail Marketing

There are many ways a retailer could potentially integrate AI applications into its operations, depending on its size and needs. 

For example, a retailer might sign up for one of the many generative AI platforms available to produce promotional images and graphics for marketing purposes.

If the company operates an online presence, another entry point might be an LLM-driven chatbot that can handle customer inquiries around things like opening hours, item availability, specials and return policies.  

One increasingly popular and proven way that retailers in Southeast Asia can integrate AI into their operations is through solutions that leverage customer data to improve the shopping experience. We’re talking about authentic personalisation. 

Personalisation makes a retail store so much more. It allows brands to provide a shopping experience that is tailored to each customer’s individual preferences. 

Consider the following example. In the future, before setting foot in the store, customers of Cold Storage in Singapore might receive completely personalised product recommendations that consider not only their past purchases, dietary preferences and lifestyle, but also real-time contextual factors like the weather or local festivals.

These recommendations could be delivered through an app, via email, or even social media. The app could also create shopping lists based on weekly patterns and trends or upcoming holidays, helping customers save time while ensuring they don’t forget any regular staples. 

Another key pre-shopping AI opportunity is in personalised offers and promotions, including challenge offers. Challenge offers provide a gamified experience where customers are increasingly rewarded for meeting specific targets, such as spending a certain amount over a set period. These challenges can again be tailored to a customer’s preferences, presenting goals or targets for product groups they like or buy often.

Personalisation also extends to the in-store experience, where recommendations might pop up in the app based on where customers are in the store. Customers might also be scanning products with their phones to receive reviews and recipes that they might like. Taking this a step further, supplier-funded personalised ads for attractive items could also be generated on a customer-by-customer basis.

A Proven Way to Bring AI to Retailers in Southeast Asia

Personalisation and gamification solutions for retail can help retail brands increase customer satisfaction and loyalty. Retailers don’t even need to have an existing loyalty program to get started.

In the case of Eagle Eye’s offering, for example, a retailer in Southeast Asia could get started delivering personalised challenge promotions, powered by AI, in as little as five weeks. This represents a speed to market that matches the region’s hunger to roll out technology solutions quickly.

Such solutions have already been delivered in other markets to great effect. For example, in the United Kingdom, major grocery brand Tesco has adopted AI and is using it to bring benefits to its customers.

Tesco launched Clubcard Challenges in May 2024. This is a loyalty-integrated gamification initiative that utilises AI to create customised, shopper-specific challenges. 

Loyalty members are invited to participate in the game, and they are then served 20 distinct challenges, like spending £20 on summer BBQ supplies, for the chance to collect up to £50 in Clubcard points. Once all tasks are completed, they can win additional rewards.

In other markets, major coffee chain Starbucks is leveraging its Deep Brew technology to analyse customer preferences and contextual data, enabling personalised recommendations like suggesting cold drinks to specific customers during warm weather. 

Similarly, French supermarket chain Carrefour has partnered with Eagle Eye to gamify its MyClub loyalty program, creating customised challenges and goals based on individual shopping patterns and purchase history data.

Make it Happen with AI

The examples and real-world case studies presented above demonstrate how retailers in the region can create powerful customer experiences, drive loyalty and increase profitability, all without extensive lead times or long implementation timelines. 

Rollouts can be done quickly and cautiously. Pilot programs can be run to test effectiveness before moving to full-scale adoption. 

Taking the first steps in AI-driven personalisation with a partner like Eagle Eye means retailers in Southeast Asia can get started with innovative solutions like challenge offers quickly and easily, taking the anxiety out of being left behind in the AI race and joining other early adopting global brands in reaping the benefits. 

This thought leadership piece is written by Aaron Crowe, Regional Director, Eagle Eye, Asia

Singapore – Retail sales during Ramadan 2024 have jumped by 16% in Southeast Asia (SEA), according to a report from commerce media company Criteo.

Malaysia led the retail sales increase in the region at 21%, while Singapore saw a 7% climb.

Despite the overall sales surge in SEA, the report sees a drop of 11% in Indonesia’s online sales, signalling shifting consumer preferences. However, sales in Indonesia boomed by 74% towards the end of the period.

In SEA, the last two weeks of Ramadan witnessed an 8% jump, peaking at a 28% increase on April 4. 

Particularly, religious and ceremonial items had high demand with a 63% sales increase across SEA. Apparel and accessories also saw a 23% climb, which reflects the tradition of buying new clothes for Eid.  Food, beverages, and tobacco sales also increased by 19% amidst the celebrations.

Meanwhile, despite a decrease in travel during the Ramadan period, online travel bookings saw a 29% year-over-year increase.

Additionally, many consumers began seeking products around 20 days before purchasing them, indicating a need for early campaign strategies.

“Ramadan is a crucial shopping period where consumer behaviours change dramatically, offering a golden opportunity for marketers. A well-planned strategy is essential to tap into this heightened consumer intent and drive significant results,” Taranjeet Singh, managing director of venture markets APAC at Criteo, said.

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.

Hong Kong – AS Watson Group has appointed Clarice Au as the new chief executive officer of retail Hong Kong, entrusting her with the leadership of its four retail businesses in the city.

Effective 1 March 2025, Au will be responsible for overseeing the management of AS Watson’s four diverse retail businesses in Hong Kong, namely Watsons, PARKnSHOP, Fortress, and Watson’s Wine. 

Speaking about her new role, Au said, “I am deeply honoured to take on the role of CEO of Retail Hong Kong at AS Watson. Since joining the company in 1998, I’ve had the privilege of working across diverse business areas, from airport retail to leading the Fortress team and, more recently, overseeing the MoneyBack loyalty program. These experiences have shaped my passion for delivering exceptional customer experiences and fostering innovation.” 

“Looking ahead, my priority will be to build on our strong business foundation while harnessing the talents of our combined teams, as well as close collaboration with our business partners to elevate the customer experience across our network of over 500 O+O stores. As Hong Kong’s retail landscape evolves rapidly, it is essential for us to remain agile and continuously embrace transformation to seize new opportunities and stay ahead,” she added. 

Meanwhile, Dr. Malina Ngai, group CEO of AS Watson, commented, “With over 20 years of extensive management experience at AS Watson, Clarice has consistently demonstrated remarkable leadership. She has been instrumental in driving digital transformation and advancing the growth of both the Fortress retail chain and the MoneyBack multi-brand loyalty program. I am excited to have her expertise guiding our retail businesses in Hong Kong into the future.”

Singapore – The rise of experiential retail integrated with artificial intelligence (AI) in omnichannel setups is among the key trends shaping Southeast Asia (SEA), according to a report from online fashion retailer Zalora.

Zalora’s report draws insights from the 2024 shopping trends to guide brands’ decisions and strategies in SEA.

While global economic issues, inflation, and geopolitical concerns continue to influence consumer spending, the report sees resilience in SEA with a diversified economy, strong domestic consumption, and regional trade integration.

The role of AI remains a significant factor shaping the future of retail as it is integrated with experience. With more brands leveraging AI and social media in their strategies, consumers see more shoppable content that keeps them engaged.

Consumers in SEA are also becoming more immersed in hybrid shopping experiences, blending online and offline channels. Responding to this trend, retailers now offer shopping journeys that integrate technology while creating physical experiences.

According to the report, nearly 50% of retailers in the region are expecting a shift from online spending to physical shopping, with 42% seeing the foot traffic to return to its pre-pandemic levels.

Additionally, consumers are becoming more conscious of environmental issues, building a preference for sustainable choices.

The growing middle class is also contributing to current trends, with the rising demand for beauty and wellness products, luxury brands, and ‘buy now, pay later’ (BNPL) services.

The luxury retail sector in SEA remains resilient, with more consumers becoming inclined to spend on luxury items and more people embracing the market. 50% of luxury customers are Baby Boomers, while 30.8% are millennials.

Meanwhile, middle class consumers are also turning to flexible payment options, with BNPL increasingly being used in the luxury sector, democratising high-end products.

The report also underscores the democratisation of the sports industry, with smaller brands emerging to gain market share, competing against major players’ dominance.

Manila, Philippines – The Department of Trade and Industry (DTI) has welcomed the recent expansion of the ‘niko and…’ fashion brand, which is part of Japanese retailer Adastria, to the Philippines. 

The store’s opening marks a significant milestone in Adastria’s strategic international expansion, and highlights the Philippines’ growing appeal as a retail investment destination.

To facilitate its entry into the Philippines, Adastria formed a joint venture with the Primer Group of Companies. This venture was established with an initial capitalization of PHP160m (US$2.85m). It sees Adastria holding a 75% stake and Primer the remaining 25%. 

This partnership ensures the seamless integration of Adastria’s global brand management standards with Primer’s extensive local market expertise.

Adastria has emphasised the significance of the Philippine market for the company’s Southeast Asia expansion, which is driven by the country’s young demographic, growing fashion consciousness, and increasing disposable income. 

With the support of PTIC Tokyo and Primer Group, Adastria is poised to deliver an exceptional retail and e-commerce experience tailored to Filipino consumers.

“Adastria’s entry into the Philippine market marks a significant milestone in the evolving Philippine-Japanese partnership in the lifestyle and retail sectors. It stands as a prime example of how collaborative efforts between government initiatives and private sector dynamism can lead to mutually beneficial outcomes—fostering economic growth, enhancing consumer options, and driving innovation across industries,” said Department of Trade and Industry (DTI) Secretary Cristina A. Roque.

Meanwhile, Commercial Counselor and Special Trade Representative Dita Angara-Mathay shared that Adastria has plans to expand its footprint in the Philippines by opening more “niko and…” stores and strengthening its omnichannel presence. This strategy combines the immersive experience of brick-and-mortar retail with the convenience and reach of e-commerce to ensure a seamless and engaging customer journey.