Lifestyle trends among discerning consumers

MANILA, Philippines - Today’s customer is an informed consumer. Technology has brought global convergence at people’s doorsteps. Increased exposure overseas through work and leisurely travel has likewise transformed tastes and cravings. Philippine life and leisure experiences have been evolving quite dramatically, especially in this time of creativity and reinvention.

In fact, the latest issue of “Shopping Centers Today”, the official publication of the International Council of Shopping Centers, writer Joel Groover points out that the Philippines is a must-see destination for international observers of “interesting, creative stuff” in retail concepts.

As the leader in full-line property development, Ayala Land keeps a keen eye on trends affecting its consumers, their preferences and choices and keeping up with dynamic markets is vital. With Ayala Land, this task is not just about keeping in stride with the times but, it is essentially setting the pace.

And where does Ayala Land derive primary cues for emerging trends? The consumers themselves, through extensive market research. “Consumers are more sophisticated today. They value their time, they value quality and they are pleased to see their expectations exceeded,” states Bernard Vincent O. Dy, senior vice president and head of Ayala Land’s Residential Business Group. “Our customers are time-starved. They want to find services close to their homes. They make good use of time to take up multiple roles in life,” he explained. Because of this need, Ayala Land ensures retail-related lifestyle experiences with the presence of nearby or integrated residential projects.

Thus, buyers find great sense in building their nests at developments like Serendra at the Bonifacio Global City where convenience and smart choices are available at The Shops at Serendra or nearby Bonifacio High Street, or at Senta or The Columns Legaspi Village which are short strolls away from verdant Greenbelt and Glorietta.

Rowena Tomeldan, vice president and deputy group head of the Ayala Malls Group (AMG), speaks of the value consciousness which is characteristic of the new breed of consumers. “By value, the discerning consumers go beyond mere equation with price tags. They view the totality of the use of products and relate them with satisfying usage over time, with the products’ ability to accentuate their desired looks or feel, with the value of these products as investments”, she explains.

“Value is related to the fulfillment of needs and attainment of satisfaction,” Tomeldan says and adds that more are attracted nowadays to products and services that are ‘tried and tested’ and which ‘deliver on promises’ made.

At the same time, an interconnected world that easily obtains information from various modes of media has made consumers highly informed. Details about products and services are easily checked and counter-checked through the internet.

“There is increased environmental consciousness today. Many consumers choose to go green because they know that while they enjoy such products or services, they are also helping the environment as well,” observes Cathy Bengzon, marketing division manager of AMG.

“Our malls have put on-stream a campaign dubbed ‘Greenology’ and counts on affecting mindsets of multitudes of mall-goers to do their bit and their best to take care of the environment,” Bengzon explains.

Ayala Land officials take pride in recalling that many years ago, long before environmentalism became en vogue, Ayala Land made a clear vote for healthier living when it decided not to cut the trees on two hectares of prime Greenbelt area as it opted to leave open spaces. “If we wanted more sale areas and more profits then, we could have let our vision of these green open spaces go. Today, people value this aspect of Greenbelt,” says Tomeldan.

“Going green is the natural choice. It is making sure that the environment is pleasant,” states Bengzon as she illustrates that the al fresco dining in Greenbelt that was made possible by the presence of lush greenery is a good example of resource-efficiency as it reduced the need for air conditioners.

The company has taken great strides to ensure quality products as well as achieve social accountability. With the development of the eco-friendly master-planned township in Nuvali in Sta. Rosa, Laguna in full swing; with effective recyclable and other waste management procedures in its malls and neighborhoods; with the Makati Central Business District transformed into one of the most convenient and friendliest areas for pedestrians, Ayala Land indeed sets the pace.

Ayala Land, enhancing land, enriching lives for more people. For more information, you may log on to www.ayalaland.com.ph