PRA-Cebu partners with IBM to introduce smarter commerce

CEBU, Philippines - The Philippine Retailers Association (PRA-Cebu Chapter), in partnership with IBM Philippines, is initiating efforts of putting Cebu’s retail scene into a world-class industry, by adopting a technology that promotes “smarter commerce” concept.

PRA-Cebu and IBM are now pushing for new approaches to retail for the benefit of both consumers and retailers.

Together, the two organizations will drive awareness on the smarter commerce concept in the retail industry to enable retailers in the Visayas region to deliver better and smarter shopping experiences for their customers as well as improve their own competitive advantage.

PRA Cebu Chapter President Melanie C. Ng said that retailers need simpler, more powerful technology solutions that will help them compete successfully in today’s environment.

“Using smarter commerce solutions such as those available from IBM, retailers in Cebu and the Visayas Region can get the best technology and services to provide effective & efficient service for their customers,” Ng said.

As part of the collaboration, IBM supported the recently concluded 5th Cebu Regional Retail Conference and Expo organized by PRA Cebu. 

The recently concluded conference themed “Next Level Retailing; Discover, Differentiate, Deliver” aimed to educate, inspire, showcased and gave guidance to both emerging and existing retailers in Cebu and neighboring cities in the Visayas region.

Ng said the PRA, acknowledged as the pulse and voice of the Philippine retail industry has matured into a dynamic association with over 300 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.

Smarter Commerce is a way for companies to buy, sell and market their products by integrating operations and enhancing interactions through community, collaboration, process and analytics.

The retail industry is experiencing significant growth in the Philippines, mainly due to rapid urbanization happening especially in growth areas like Cebu. 

It is also an important contributor to the Philippine economy as it accounts for roughly 15 percent of the country’s total Gross National Product (GNP) and 33 percent of the entire services sector.

Record showed that the retail sector employs some 5.25 million people, representing a significant 18 percent of the country’s work force, which means roughly 2 out of every ten (10) workers is employed in the retail industry.

“We are in the age of the ‘empowered customer’ where the consumers’ expectations have accelerated rapidly over the past 10 years -- like no other time in history. Consumers are demanding greater flexibility and choice, creating opportunities for companies of all sizes to innovate and change the way consumers connect, interact and transact. Successful companies are staying competitive by transforming their approach to commerce. At IBM we call the path forward: Smarter Commerce. Smarter Commerce is a strategic approach that places the customer at the center of a retailer’s business operations,” said Joy Bellosillo, Geo Expansion Leader, IBM Philippines.         

“IBM’s new smarter commerce approach and innovative standards-based technologies specifically designed for retail will enable retailers in Cebu and other emerging markets in the Visayas Region to deliver better and more meaningful customer experiences,” she added.

IBM continues to work with various local Business Partners to create applications solutions to drive innovation for the industry in the region.

The IBM smarter commerce and retail solutions are built to help retailers gain competitive advantages in the market as well as help them to expand and upgrade for a long life cycle, Bellosillo concluded. (FREEMAN)