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The Silicon Review Asia

Robina Y. Gokongwei-Pe, Robinsons Retail Holdings, Inc. Director and CEO: ‘We at Robinsons Retail Continuously Strive to Tackle New Horizons in the Philippine Retail Industry’

The Silicon Review
September, 2019


“We have found ways to better understand our shoppers and delighting them with products and services that are responsive to their needs and preferences.”

Technology has already transformed the retail industry beyond recognition – now, almost every customer is an online customer, from your teenage son to your ageing mother. The end-to-end customer journey now begins with online research and product comparison, and complaining about a product or service is as easy and public as sending a tweet or Facebook comment, prompting immediate action before reputational damage occurs. Where once businesses competed on price and availability, they now compete for search engine rankings and five-star customer reviews.

This shift from in-store only to omnichannel spending has forced companies to make huge adjustments to the way they do business – and those who have failed to adapt have been left behind.

In light of the foregoing, we’re thrilled to present Robinsons Retail Holdings, Inc.

Robinsons Retail is one of the largest multi-format retailers in the Philippines. It operates a diverse brand portfolio with the following major formats: supermarket, department store, do-it-yourself, drugstore, convenience store, consumer electronics and appliances, toys, one-price concept store, international fashion and beauty specialty stores, and specialty coffee shops.

The company was incorporated in 1980 and is headquartered in Quezon City, Philippines.

Robinsons Retail Holdings, Inc: Synopsis


From the company’s beginnings with the first opening of Robinsons Department Store in 1980 at Robinsons Place Manila, it has gained presence and has established consumer trust in major cities and communities across the archipelago. In 2017,Robinsons reached a store network of over 1,700 stores alongside more than 2,000 franchised branches of The Generics Pharmacy, which it acquired in 2016.

To fulfil its part in nation-building, Robinsons strives to foster meaningful relationships with various business partners and create career opportunities for its diverse workforce. As the company expands, it ushers in the growth of modern retail in previously untapped markets. Robinsons engages both global and local suppliers to deliver safe and high-quality merchandise to its customers while implementing a holistic business development strategy geared towards corporate sustainability amidst a dynamic economic landscape.

Robinsons establishes strong ties with leading mall developers in the country and serves as anchor tenants for Robinsons Malls which operates 47 malls in the country as of end 2017. With its 40 percent stake in Robinsons Bank, one of the fastest-growing commercial banks in the Philippines today, Robinsonsis exploring ways to enrich synergies between the bank and retail.

The company constantly aims to incorporate new and innovative technologies into its operations. In December 2017, Robinsons acquired a minority stake in BeautyMNL. The company has likewise strengthened its presence in the e-commerce space with its partners, Lazada, Zalora and honestbee. The company also embraced cashless and mobile payment platforms through collaborations with Mynt and Smart as it introduced GCash and PayMaya in a number of its stores.

Data analytics has likewise become part of Robinsons’ business strategy, which it operationalizes through its Loyalty and Financial Products Division. With over 1.2 million Robinsons Rewards Card members, it has found ways to better understand its shoppers and delighting them with products and services that are responsive to their needs and preferences.

Capitalizing on its positive growth trajectory, Robinsons Retail continuously strives to tackle new horizons in the Philippine retail industry.

Elements: That Make Robinsons Retail Stand Out

Driven by sustained expansion and diversification, Robinsons Retail remains one of the largest and most trusted multi-format retailers in the country.

At its core, the company maintains a solid foundation of management that employs a comprehensive and astute use of technology, business analytics, supplier collaboration, and customer engagement. This has resulted in a unique brand of excellent service enjoyed by its loyal customer base and its international and local brand partners and suppliers. Beyond its foothold in Robinsons Malls, the company has also developed strong ties with other leading mall developers, which allows it to capture even wider markets alongside emerging ones.

Robina Y. Gokongwei-Pe: A Formidable Leader

Robina Y. Gokongwei-Pe is the President and Chief Executive Officer of the Company. She is a Director of JG Summit Holdings, Inc., Robinsons Land Corporation, Cebu Air, Inc., and Robinsons Bank Corporation. She is a Trustee of the Gokongwei Brothers Foundation Inc., Immaculate Conception Academy Scholarship Fund and the Ramon Magsaysay Awards Foundation. She was also a member of the University of the Philippines Centennial Commission. She attended the University of the Philippines-Diliman from 1978 to 1981 and obtained a Bachelor of Arts degree (Journalism) from New York University in 1984. Ms. Pe joined the group in 1984 as a management trainee. She is a daughter of Mr. John L. Gokongwei, Jr.

“Our vision is to strengthen our foothold as a leading and trusted multi-format retailer in the Philippines.”


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