SSI Group boosts investment in unified retail

The company, which sells brands like Hermes and Cartier, is refining its omnichannel space.

Manila-based retailer SSI Group, Inc. is investing in e-commerce, customer relationship management systems, and data analytics to create a unified shopping experience across online and physical stores.

“Today, consumers expect to be able to shop in a way that's blended online, where they're able to discover, research, and see how people use [a product], and they want to experience it themselves,” Anthony Huang, president at SSI Group, told Retail Asia. “As we continue to evolve, we are focused on becoming a unified retailer, providing customers with the flexibility to shop in ways that suit their lifestyles.”

He said the COVID-19 pandemic accelerated the shift to online shopping, making convenience and flexibility a priority for many consumers. But as lockdowns eased, many Filipino shoppers returned to brick-and-mortar stores to rediscover the joys of in-person shopping.

According to German data firm  Statista, 46% of Filipino consumers browse products online but prefer to buy in-store. About 18% opt for a hybrid approach, ordering online and picking up products in-store, whilst another 18% do their research in stores and finalise purchases online. Meanwhile, 45% of Filipino consumers find and buy items directly from physical stores.

Huang said some people shop online and then exchange the product in-store for a better fit.

SSI, which started in 1987 and represents brands such as such as Hermes, Cartier, Salvatore Ferragamo, Zara, Bershka, Stradivarius, Old Navy, Lacoste and GAP,  posted a record net income of ₱1.1b in the fourth quarter of 2023.

For the full year, the retailer benefited from its diverse brand portfolio, strategic store network, and resilient customer base, capturing a growing consumer demand for international fashion brands and restaurants.

The company also operates more than a dozen e-commerce websites for brands such as Payless, Beauty Bar, Banana Republic, Dune London, Superga, Lush, and Marks & Spencer.

E-commerce sales across SSI’s websites, including trunc.ph, bananarepublic.com.ph, beautybar.com.ph, dunelondon.ph, gap.com.ph, lacoste.com.ph, lush.com.ph, marksandspencer.com.ph, massimodutti.com.ph, oldnavy.com.ph, superga.ph, zara.com.ph, payless.ph, and third-party marketplaces, hit P1.9b, accounting for 7% of the group's total revenue.

Aside from improving its digital strategy, SSI is also revitalising its brand portfolio through store renovations, expansions, and new openings, Huang said.

Just recently, the company launched Venchi, a chocolate gelateria, the first of its kind in the Philippines. “I have high hopes for that particular concept in the country, [and we are] looking at a couple more food and beverage brands and a handful of new fashion brands for next year,” he added.

Huang cited the challenges of introducing international brands to the Philippine market. Whilst Filipino consumers are familiar with many international names, the real challenge lies in getting the local talent who can sell these products more effectively, he added.

Huang expressed confidence in the Philippine retail sector's prospects, even as growth this year could slow from the rapid pace in the past two years. With the country’s stable economic outlook, he expects 2025 to be another strong year for retail.