The way you view supermarkets will never be the same again. :) Learn about the X-Factor in Supermarkets.

2. Hi Friends!
It’s time to check out 6 different
supermarkets across the
Philippines.
Join me as I take you through my
observation lab experiment...

3. Supermarkets = Childhood Paradise
• As a kid, I would be so excited for
Supermarket time because that
meant buying my favorite treats -
junk food, candies, cheese, soy
milk, toys and the list goes on!
• There’s nothing really about the
place. Just a bunch of racks lined
up like a library shelf sorted by
category.
• BUT because it contained the
goodies I love, I was already
contented riding that shopping
cart asking mom to buy what
would satisfy my latest craving.

4. Loyalty to the Supermarket World
wasn’t Sustainable...
• As I grew up, I began to lose interest
as a supermarket shopper
• The experience turned into a chore
running errands for family members
and buying goods needed at home
• I decided to let my mom do the
shopping and spent my time doing
things I considered more important
• Supermarkets since then became
off my radar, in short we broke up

5. Revisiting Past Memories
• Today, thanks to this assignment, I decided to
visit the world of supermarkets which I once
loved and have forgotten
• This time, I am viewing it with a different
perspective -- one influenced by my
travels, culture, experience, work, environment.
..
• Join me as I try to unfold the missing
“IT Factor” others call it the “X-factor”
for supermarkets in the Philippines

6. • Shopwise is my mom’s go to place because of its wide-range of
assortment and it’s very near our place
• Big doors are wide open which feels welcoming at the same time
secured because of the guards on both entrance and exit
• Shopwise logo includes a Peso sign to convey value for money
• Store is clean and well lit up with bright lights. The spacious feel
makes people want to go in with music playing on the background
• It normally takes about an hour to run shopping errands
• Multiple cash registers at the exit equipped with friendly staff on
rollerblades to help meet shopper’s needs fast

7. Supermarkets = Jumbo Marketing Arena
This place to meet your needs transformed
into one big marketing arena. When I’m
inside it, I can feel the race among the
brands... Who’s the first one to capture the
attention of consumers and to actually get
them to buy the product
For Shopwise, we can see here a strong
emphasis to influence buyers to trade up to
big packs as evidenced by the Super Size
Campaign

8. Gaisano Central
• Next to Luzon, the second biggest
island of the Philippines is
Mindanao. I rode a plane to get to
Mindanao of course. Flew in during
the morning and headed out at
night! – Here we have Gaisano
Central Supermarket pushing for
Pampers Diapers as evidenced by a
large percent of shelving occupied
• Spacious, well lit, wide range of
assortment, friendly staff, less
crowded
• But the question is: Will there be a
strong enough reason for me to fly
back and shop there? Any solid
differentiating factor?
• NO.

9. Super 8
• Super 8 offers discounts to those who intend to buy wholesale or in bulk
• The feel of the place is less classy. No air-conditioner. It is more like a warehouse
filled with shelving lined up but still offering a wide range of products
• Here we see another evident marketing push on how Joy dishwashing liquid can
help prevent pests specifically roaches (“ Iwas-Ipis Campaign ”)
• There are boxes loaded on top of the shelves to maximize space for inventory
• Any reason to come back? -- Since I’m not really a Sari-Sari (Small Store) Owner
price reduction doesn’t have a strong pull on me or my mother.
Sari Sari Store in the Philippines

10. Lianas
• Similarly, I found no differentiating factor in
Lianas
• I will not travel all the way to Laguna (1 hour
drive from home) to get the same products
• Environment here is less classy as evidence
by the simple shelving, less glossy tiles. If
Shopwise caters to Tier 1/1+ this would be
serving the Tier 2/3 market
• A more subtle marketing push by the brands
via the shelf highlights

11. Robinsons
• Robinsons attempts a more classy shopping
experience similar to that of Shopwise
• Here is another evidence of the Marketing
Arena where Safeguard is pushed to its
consumers for unbeatable protection
• Wide range of assortment exists, clean,
spacious, friendly staff, accessible check out
counters
• Buying there would be by chance when it
happens that one is within that area
• Even if Robinsons is almost at par with
Shopwise, it doesn’t have a distinct edge for
my family to shift loyalty and shop there

12. S&R
• S&R shopping is for the elite -
Only members willing to pay
the annual fee can shop there
• This is where exlusive
imported goods are made
available in bulk
• The ambiance is just a 1 floor
warehouse, one could even
see the pipes from the ceiling
but the high ceiling makes it
feel very spacious
• My mom’s a member but we
don’t always find ourselves
going perhaps due to location
• I suppose the need for
exclusive imported products
isn’t strong enough either

13. What then is the missing X-Factor
for Supermarkets?
• 3 years ago, I discovered Jungle Jim’s in Ohio and that was one
Supermarket Experience I have not forgotten until this very day.
In fact, I flew to the US and drove miles with my best friend
there just March of this year
• Yes, it had a big warehouse ambiance like all other
supermarkets, one could still see strong marketing campaigns
but this time, it was done with style

14. Entrance where to get the carts
Candy Corner!
Check out the Philippine Corner!
Meat Section

15. Europe Pavillions Interesting Restroom
Cheese Machine Movie Theater

16. X-Factor Revealed
• Yes, still a jumbo marketing arena but for some reason, the
overall impact to me was different.
• There was one component Jungle Jim’s had that ordinary
supermarkets didn’t have... Each visit reminded of my joyous
childhood memories
• More than the assortment, the friendly staff, visual displays, it
was a playground that showcased to me the products of the
world, there was a movie theater that inspired me how Jim
transformed his fruit stand into 200,000 square feet of shopping
space with over 150K international products.
• It brought to life an unforgettable shopping experience I had
long been searching for -- One that gives me a solid reason to
talk about it or even fly miles just to witness and experience it.

17. CASE CLOSED
Now you know the missing
piece!
Anyone interested to bring this
concept to life in the
Philippines?
I’m sure any other country
would want this as well.