Technological innovations are lighting up today’s opening  of the 21st National Retail Conference and Stores Asia Expo (NRCE) when retail industry players take stock of how they can further elevate customer experience to synergize with the government’s tourism drive on providing “more fun” in the Philippines.
 Themed “Shopping. It’s More Fun in the Philippines – Taking Customer Experience to New Heights,” NRCE will be held until tomorrow, Aug. 10,  at the SMX Convention Center in Pasay City.
The facts that more tourists came to the Philippines this year and government works to bring in tourists at the rate of 10 million a year by 2016 are getting the retail industry all revved up, together with a host of positive retail trends and market developments.
Tourism Sec. Ramon Jimenez will keynote on the tourism campaign’s interplay with fun shopping experience and retail industry growth.
Adding to the prestige of the event is Coca Cola’s President and CEO William Schultz who will also be a keynote speaker on the opening day of the conference.  
Coca Cola, which celebrates its centennial year this year is among the well-loved brands in the Philippines.
Michael Carandang, the Emmy award-winning producer of America’s Next Top Model, speaks on global trends in marketing and branding.
“NRCE is considered the biggest industry event not only because of the number of conference attendees but also because NRCE covers a whole spectrum of topics,” shares Atty. Paul Santos, PRA’s VP for External Affairs and chairman of this year’s NRCE.
“Over 700 retail owners, suppliers, CEOs, and top level executives are expected  to attend this year’s conference,” he said.
The morning panel on the conference’s first day will delve into digital marketing and online commerce.
Another panel discussion will address the surge of international brands in the Philippines.
“Global Brands in Local Shores: How Local Brands Can Compete and Succeed vis-à-vis International Brands” will feature Filipino brands that remained successful in spite of the challenges posed by international brands.
On the conference’s second day, luminaries from retail and property development will be featured in an interesting discussion.
Entitled “Retail Entertainment: Creating a New Level of Customer Experience,” the morning panel discussion explores how shopping and leisure are intertwined.
The conference’s last panel discussion is set to put participants in a hopeful, forward-thinking mood.
Entitled “The New Turks of Retailing,” it will feature the young entrepreneurs behind today’s hottest brands and franchises.
Other topics include the competitive edge of socially responsible businesses, licensing opportunities for retailers, the retailer’s role in advocating a sustainable lifestyle, and transforming employees into brand ambassadors.
There will also be a plenary session on using an initial public offering (IPO) as a tool for retail business growth.