Primer targets untapped communities for retail growth

The retailer is combining experiential stores with customer data and its own brands as it pursues expansion in the Philippines and region.

Primer Group of Companies sees further growth in Philippine retail as foreign brands continue entering the market and underserved communities offer room for expansion.

Speaking at the 32nd National Retail Conference and Expo in Manila, Justine Thai, Regional Brand Manager, Primer Group of Companies, said lifestyle and specialty retailers must increasingly compete through experiences rather than products alone. “It’s more of experiential, going beyond just selling simple products, but also the services and tapping the communities,” she said.

Additionally, Jathniel Thai, Regional Controller and Strategy Manager at Primer Group of Companies, said that Primer is pursuing this through its “Primer 3.0” strategy, which centres on community building whilst using technology to improve merchandising and customer data capabilities.

They are also drawing on its concept stores and own brands to support expansion beyond the domestic market. Primer said these assets could help it penetrate more communities in the Philippines whilst supporting its ambitions elsewhere in the region.