Shopping for home essentials such as food and groceries is considered critical in living through this pandemic. That even with the quarantine restrictions imposed on Filipinos since March of this year to the present (we have the reputation of having one of the longest quarantine lockdowns compared to other countries) allowance has always been made for a member of the family with a barangay pass to go out and buy their home essentials. With the quarantine easing up on a series of GECQ, MECQ, ECQ, etc., announcements from the (IATF-EID), the anticipated surge of shoppers is just not happening. There is none of the panic buying that we have seen before the pandemic lockdown as the majority of the population remain hunkered in their homes with the COVID 19 virus still rampaging in our communities making the Philippines the pandemic hotspot in East Asia according to press reports.
So when Pinoys are afraid or reluctant to go out and shop, veritably, the shop has to come to us. And this is what the current situation in the retail industry is evolving into. The critical role that department stores and supermarkets play in our social and economic life are as important today as they were before the pandemic but the retail business have to pivot to the new reality that we are in today. With injunctions on need for masks and face shields as well as social distancing protocols, the shopping experience as we knew it no longer seems viable and this is where home delivery — which was considered esoteric and unlikely before — has emerged to be the new norm by which business and trade has to resort to in order to survive in this era of Covid-19.
According to observers, “Even though many worry about losing supplies as the country undergoes strict quarantine protocols, retail establishments have to make sure that a household’s needs, even safety protections, are provided for and can be easily purchased… With decreasing foot traffic in many retail establishments due to the community quarantine protocols, many consumers are opting to have their purchases delivered to their doorsteps. This eliminates time wasted on queues and reduces the risk of getting infected.” Thus the pandemic makes it necessary to reinvent the retail business and how consumers and products come together.
It is a false assumption that retail is an industry that thrives during the pandemic. Based on recent data, the brick and mortar shops and malls are struggling. As the pandemic has altered the business environment, retailers find it challenging to keep their shelves stocked and their workforce employed. In a report by Fitch Solutions Country Risk & Industry Research, the Philippines’ consumer and retail sector was reported to be one of the sectors hardest hit by the month-long lockdown of Luzon island, where 50 percent of the nation’s population resides, back in March 2020, accounting for 73 percent of the country’s GDP. Driven by the need to survive this calamity, many retail establishments as well as logistics firms have formed partnerships to bring the market right to the customers’ doorstep.
One example is the joint project between delivery service Grab and Robinsons Supermarket with their GrabMart initiative. “GrabMart is one of the few app-based grocery services that offers on-demand delivery, which means orders are expected to be delivered as early as 30 minutes or within a few hours,” says RJ Cabaluna, Grab country marketing head. Grab and its delivery network have actually become a byword in the home-based retailing business. One story making the rounds is of a GrabFood rider in Davao City named Jovan Montoy who made use of a carabao in one of his delivery runs. He said that the carabao he rode on is owned by his co-rider. At that time, they had come from a birthday party, but because it was difficult for them to pass through the muddy road, and so they used the carabao instead of their motorcycles for delivery.
From food, there are also cars that are home delivered. Toyota Motor Philippines (TMP) has introduced a safer and more convenient option to get one’s dream Toyota vehicle through its new home delivery system, TMP’s wide network of dealer outlets, that can now deliver newly purchased vehicles right at the customer’s doorstep. Recently, TMP launched its virtual showroom, the full digital dealership experience from checking out Toyota’s model lineup to requesting for a quotation and endorsement to a preferred dealer. For managing service appointments, the MyToyota PH is the must-have tool that makes appointment booking, inquiring, and other after-sales needs accessible anytime and anywhere.
And how about Cebuanos, who hunger for sumptuous selection of Modern-Asian specialties which can now be delivered in the comfort of their own home by the Mactan Azure Beach Club, whose take-out and delivery options offer a special to-go and delivery menu. This includes some of their classic dishes like chicken tandoori, lamb seekh kebab, rise Azure burger plus, and other dishes such as the seafood platter, beef ribeye, and steamed whole fish — all of which are good for sharing with the family. Azure Beach Club has also partnered with GrabFood to extend the restaurant’s reach in catering orders and deliveries within the city.
In short, you name it, and they will deliver it right to your door. Even neighborhoods have become home delivery hubs of sorts. In the Quezon City village where I live, we have a long list of food supplies, baked products, cooked meals, dessert goodies, etc., available within a 5-10 minute car radius and the list of products that are within easy reach continues to grow. I guess this is the best case of home-based retailing that one can think of — when your seller is right by one’s doorstep. But nonetheless, the face of selling has changed dramatically and I am confident that with our natural born ingenuity and resourcefulness, the country’s home delivery culture would be here to stay and prosper in the days and months ahead.