How Pioneering Strategies Redefine Philippine Retail and Branding

Philippine history is replete with revolutionary women who fought for independence, but today’s trailblazers steer a different kind of frontline: the corporate boardroom.

The next chapter of corporate growth in the Philippines is written by strategists who drive value through strategic governance and the modernization of loyalty frameworks.

Pioneering Retail Marketing 

Retail marketing, the last mile of the customer journey, converts a passerby into a buyer.

In the Philippines, it was retail strategist and marketing expert Frances Yu who introduced the disciplines of retail branding, customer experience, and loyalty programs, which have since become industry best practices.

When Yu joined Rustan Commercial Corporation in 1997 as its advertising and promotions manager, she became part of the pioneering team that developed supermarket chains Shopwise and The Marketplace.

Over the years, she spearheaded retail industry firsts like elite membership tiers, multiplier points, and internal branding initiatives. 

She also differentiated the brand through customer experience. Shopwise’s Alabang branch, which opened in 1998, was the first to have a moving walkway for shopping carts, wide aisle spaces, and wet market products in a clean, airconditioned space.

Today, Yu sits as a lead independent director for Shakey’s Pizza Asia Ventures Inc., a role that involves overseeing the standards of the company’s multi-brand loyalty program.

She also aligns product innovation with customer experience in her role as lead independent director for Century Pacific Food Inc. The introduction of plant-based meat alternative unMEAT, for instance, allows the company to meet its patrons' evolving needs.