THE PHILIPPINE RETAILERS ASSOCIATION (PRA)

The Philippine Retailers Association (PRA) first came into being as the Chamber of
Philippine Department Stores and Retailers, Inc. (CPDSRI) in 1976. In 1991, after
winning the bid to host the 6th Asian Retailers Conference and Expo (ARCE), the bi-
annual event of the Federation of Asian Retail Associations (FARA), the Chamber
changed its name into Philippine Retailers Association and adopted the now famous
shopping bag logo.

Recognized as a paragon of a genuine partner in nation building, the PRA enjoys the
distinction as the “Pulse and Voice of the Philippine Retail Industry.”

Today, the PRA is a matured and dynamic association with over 400-member
companies, covering the gamut of the distribution chain, in its fold — from retailers, mall
and shopping center operators to traders/suppliers, manufacturers, distributors, and
wholesalers, among others. Its members include all the major players in the local retail
industry. Accordingly, the PRA establishes various programs to help retailers become
globally competitive and make the Philippines the new shopping destination in Asia.

INTERNATIONAL RECOGNITION

At the time when the country was still reeling from the negative impact of the energy
crisis in 1993, the PRA embarked on an ambitious tourism-oriented international project
to bring to the country more than 1,500 foreign businessmen and retailers. The 6th
Asian Retailers Convention and Exhibition (6th ARCE) bided for and hosted by the
PRA, was the culmination of more than two years of planning and preparation to
convince foreigners to come to the Philippines and see for themselves that the country
is still a tourism haven in spite of the power crisis. This monumental effort won for the
PRA the prestigious KALAKBAY Award (National Tourism Award) for “Event of the
Year” for organizing and hosting the 6th ARCE.
MISSION

To provide members with benefits through the use of common services, trade
information and other facilities that may be established through PRA’s efforts;

To effectively represent the collective interest of members with government and relevant
private organizations for the adoption and implementation of policies and programs
conducive to the industry’s growth and development;

To increase opportunities for members to become globally competitive;

To support the members’ efforts to expand globally;

To encourage members to become socially responsible and contribute towards the

country’s socio-economic development;

To make the members aware of how they can help protect the environment;

To take a pro-active role in the direction of the Federation of Asian-Pacific Retailers

Association (FAPRA);

To strengthen PRA’s regional organization;

To foster unity among members.

VISION

PRA as a world-class organization shall empower and guide members to attain global
competitiveness and make the retail industry a significant contributor to, and driving
force of Philippine economic development
With the incessant influx of innovations and changing customer expectations, retailers
must continuously learn and relearn the dynamics of the industry to thrive in their
businesses, according to two global retail market experts.

Customer Experience (CX) Advisor and Trainer Claire Bosq-Scott said that compared
from two years ago, the customers’ expectations have changed and are changing every
day.

“A smile and a welcome are simply not enough to be considered ‘good customer
service’ in today’s competitive market,” she continued.

“Expectations are changing – customers expect to do anything they want, from

anywhere and at any time. To give good customer care, you must deliver what you
promise. But exceptional customer care involves getting to know your customers.”

Tofu Gear Retail Analyst Tifanny Lung on the other hand reiterated the importance of
offering convenience to their customers over gimmicky technologies.

“Retailers are constantly seeking to stay relevant with their consumers and industry
trends. To do so, many retailers are pressured to incorporate technology of any means
as a quick easy fix to their “digital transformation strategy,” she said.
Rosemarie Bosch Ong, president of the Philippine Retailers Association (PRA) and a
longtime player in the retail industry, agrees that ensuring customer satisfaction and
convenience is more than just technological gimmicks.

“At the end of the day, customers will assess their retail experience on many fronts,
from the staff to the products and services, and then compare them to your competitors.
This will determine if they will be coming back or not. This is why it is important to be
always on your toes, constantly do your market intelligence and then innovate
accordingly,” Rose, also the senior executive vice president and chief operations officer
of Wilcon Depot Inc., shared.

Bosq-Scott and Lung will speak at the 26thNational Retail Conference and Stores Asia
Expo (NRCE)—biggest and most important retail event in the country, where the top
retailers converge—on August 15-16, 2019 at the SMX Convention Center- Manila to
give more insights and tips on how retailers can evolve with the time and address the
needs and expectations of their customers.

Bosq-Scott will speak about designing experiences to optimize customer’s emotional

system and help businesses differentiate themselves, while Lung will showcase best-in-
class examples and highlight what it takes to be a truly innovative retail leader.

“As a millennial, I will provide you with a fresh take on the retail scene and how your
business can deliver the customer experience that consumers across Asia crave,” Lung
assured NRCE attendees.

The annual NRCE is the biggest and the longest-running retail event organized by the
Philippine Retailers Association (PRA), the recognized trade association of retailers and
retail suppliers in the country.

The two-day conference and expo, featuring retail experts from both global and local
scenes and retail solutions and suppliers at the exhibit area is anchored on this year’s
theme “Retail Reimagined” to help retailers and the industry as a whole seek strategies
on how to make retailing relevant amidst disruptions and changes in the digital age.
The Stores Asia Expo, the twin activity of the NRCE will feature solutions and state-of-
the-art technology including Retail Solutions, E-Commerce & M-Commerce, Shop
Fittings & Store Design, Digital Marketing, Commercial and Real Estate Developers,
Web Developers, Non-traditional Advertising, Financial Services, Storage and
Distribution, HR Solutions, and Billboard Locations among others, to help retailers
enhance and expand their business operations.

Platinum sponsors for this year’s NRCE include PLDT Enterprise, Globe Business,
Wilcon Depot, SM Retail Inc. and BENCH.

Other sponsors and partners include Robinsons Malls, Unilab, and Penshoppe (Gold);
Ayala Malls, CMG Retail, Inc (Bronze); The Philippine Star (Official Newspaper);
Business World (Official Media Partner); Springtime Design Limited (Official Brand
Consultants); iManila (Official Social Media Partner); Rich Graphix Brand, Heritage
Multi-Office Products, Chatbot Ph (Expo Sponsors); WGSN Limited, Blogapalooza Inc.
(Session Sponsors); The Manila Times, Innity Philippines, Crossover (Media Partners).

To learn more about the 26th NRCE, please contact the PRA Executive Secretariat at
687-4180, 687-4181, 6874985, or email: marketing@philretailers.com (Conference),
specialprojects@philretailers.com (Expo), or info@philretailers.com (Sponsorship).
Jorge T. Mendiola
PRA Vice Chairman,
Director, SM Retail

Atty. Paul A. Santos

PRA Chairman
President, Picture City

ROSEMARIE B. ONG
PRA President,
SEVP-COO, Wilcon Depot

Lorenzo C. Formoso
PRA Vice Chairman,
Board Adviser, Ace Hardware

Frederick D. Go
PRA Vice Chairman,
President, Robinsons Recreation Corp.
Bernie H. Liu
PRA Vice Chairman,
CEO, Golden ABC Inc.

Ben Chan
PRA Director,
Chairman, Suyen Corporation

Roberto S. Claudio
PRA Vice Chairman,
Chairman, Toby’s Sports

Ma. Alegria S. Limjoco

PRA Vice Chairman,
President, Central Books

Bienvenido V. Tantoco III

PRA Director,
President, Rustan Commercial Corporation

Arthur G. Coronel
PRA Director,
CEO, Cinderella Mktg. Corp.

Atty. Lorelie Edles

Corporate Secretary

Samie Lim
PRA Chairman Emeritus,
Chairman, Blims Lifestyle Furniture

Vivian Que-Azcona
PRA Vice President,
President/Gen. Manager, Mercury Drug Corp.
Chan Kok Bin
PRA Vice President,
Chairman/CEO, CMG Retail Inc.

Mars C. Chua
PRA Vice Chairman,
President, Sportshouse International Leisure

Philippines Consumer Goods and Retail Sector Report 2018/2019”

This report provides a complete and detailed analysis of the retail sector for the
Philippines. The author presents in-depth business intelligence in a standard format
across countries and regions, providing a balanced mix between analysis and data.

According to the Philippines Statistics Authority (PSA), total household expenditures

have been growing at a CAGR of 8% from 2012 to 2016, as economic growth in the
Philippines has expanded strongly in recent years, increasing the amount of disposable
income available to consumers.

Nevertheless, large proportions of the Philippines population, especially those in the

rural areas, still have low incomes and have thus not been reached by modern retailers.

In urban areas, the business process outsourcing (BPO) industry has been expanding
which has increased the demand for more convenient retail formats such as
convenience stores. Internet retail has not grown strongly in the Philippines compared
with other ASEAN countries, but the government has been promoting a cashless
society in the Philippines which may boost Internet retail in the future.
Companies Featured

SM Prime Holdings Inc.

Robinsons Retail Holdings Inc.
Puregold Price Club Inc.
Philippine Seven Corporation Inc.
SSI Group Inc.

1. Executive Summary

Sector in Numbers
Sector Overview
Sector Snapshot
Sector Outlook
Sub-sector Outlook
Driving Forces
Restraining Forces

2. Sector in Focus

Focus Point
Main Economic Indicators
Main Sector Indicators
Remittances
Consumer Confidence
Exchange Rates
Inflation
Consumer Credit
Household Expenditure
Global Positioning
3. Competitive Landscape

Timeline Philippines Consumer Goods & Retail

Highlights
Main Events
Top Companies
Top M&A Deals
M&A Activity, 2016-Q1 2018

4. Companies in Focus

SM Prime Holdings Inc.

Robinsons Retail Holdings Inc.
Puregold Price Club Inc.
Philippine Seven Corporation Inc.
SSI Group Inc.

5. Regulatory Environment

Government Policy

6. Grocery Retailing

Highlights
Main Events
Hypermarkets
Supermarkets
Convenience Stores
Traditional Grocery Retailers
7. Non-Grocery Retailing

Highlights
Main Events
Specialist Retailers
Mixed Retailers

8. Retail Channels

Internet Retail
Direct Selling
Home Shopping
Vending
Rosemarie Bosch-Ong

Senior Exec VP/COO, Wilcon Builder's Depot

CURRENT POSITION

Senior Exec VP/COO, Wilcon Builder's Depot

TENURE AT CURRENT POSITION

PRESENT

PREVIOUS POSITION

Senior Exec VP/COO, Wilcon Depot Inc

EDUCATION

University of East
De La Salle University

BOARD MEMBERSHIPS

Philippine Retailers Assoc

Wilcon Builder's Depot

INDUSTRY

Retail - Discretionary

Rosemarie Bosch-Ong

Senior Exec VP/COO, Wilcon Builder's Depot

CURRENT POSITION

Senior Exec VP/COO, Wilcon Builder's Depot

TENURE AT CURRENT POSITION

PRESENT
PREVIOUS POSITION

Senior Exec VP/COO, Wilcon Depot Inc

EDUCATION

University of East

De La Salle University

BOARD MEMBERSHIPS

Philippine Retailers Assoc

Wilcon Builder's Depot

INDUSTRY

Retail - Discretionary

TITLE COMPANY TENURE

BOARD MEMBER PHILIPPINE RETAILERS assoc. PRESENT

BOARD MEMBER WILCON BULIDERS DEPOT PRESENT
BOARD MEMBER WILCON DEPOT INC. PRESENT

CAREER HISTORY COMPANY TENURE

Senior exec VP/COO WILCON DEPOT INC. PRESENT

EDUCATION INSTITUTION
DEGREE
BACHELORS DEGREE UNIVERSITY OF EAST

MBA DE LA SALLE UNIVERSITY

About Wilcon Builder's Depot

Wilcon Builder's Depot retails home products. The Company offers appliances, building
materials, doors, furniture, hardware, home interior, paints, tiles, and other accessories.
Wilcon Builder's Depot serves customers in Philippines.