Villar Group’s AllValue teams up with MoEngage for e-commerce boost

The Villar Group of Companies, specifically its holding firm for investments in retail AllValue, has partnered with MoEngage, an insights-led engagement platform, to fuel the digital growth of its other companies AllHome and AllDay.

MoEngage said the partnership aims to provide breakthrough insights and push to the next level the e-commerce initiatives of AllHome, a series of one-stop full-line home centers, and AllDay, a supermarket chain that is one of the leading players in the mid-premium segment.

In the announcement, AllValue Vice Chairman Camille Villar said the tie-up aims to capitalize on the surge of e-commerce sales in the Philippines and sustain momentum through an in-depth look at customer behavior data.

“We are betting big on the current digital wave that will expand the e-commerce market size in the Philippines. With more and more customers discovering our enhanced e-commerce experience, we recognized the need to align ourselves with a data-driven mindset to mount effective customer-facing campaigns and to further drive our platforms’ development,” she said.

According to market and consumer data provider Statista, e-commerce revenue in the Philippines reached $3.55 billion in 2020. The company projects the value to reach $5.47 billion this year.

Statista adds that 85.7% of internet users in the country use shopping apps, and that airlines and hotels are the leading e-commerce segments based on market share as of 2020.

Meanwhile, MoEngage explains that the challenge for AllDay is to make sense of its large-scale and undifferentiated retail data. AllHome, on the other hand, needs insights and patterns for its broad range of customers.

“To sell premium retail products, one must put together a great website and an awesome checkout experience… One must complement it with well-timed and limited offers for browsed products that are simply hard to put down. Product differentiation alone might not cut it for many businesses who plan to make a shift to online sales,” said Saurabh Madan, General Manager for Australia, New Zealand and Southeast Asia at MoEngage.

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Darell Sapin