By Alithea De Jesus
Image by THEPHILBIZNEWS
Cognizant of the need to adapt to the digital transformation to be efficient and inclusive in delivering its service to valuable customers, publicly listed Puregold Price Club, Inc. is boosting its digital efforts as it continues to adapt to the ever-changing business environment amid the coronavirus pandemic.
Transcending the bandwagon and buzzword of future-proofing, the ability of Puregold to adjust and adapt to the empirical digital transformation has resulted in the increase of sales by 9.2% to P168.6 billion and net income by 19.1% to P8.1 billion in 2020 despite the challenging situation of the entire retail industry.
Needless to say, Puregold’s innovations and investments in new systems have been paying off and are expected to continue further to drive the company’s growth. Along with the consistent focus on optimizing productivity, the company will continue to support and expand the reach of its online and delivery services as well as its mobile app.
“Ultimately, Puregold’s foray into the digital arena fulfills multiple objectives,” said Puregold President Ferdinand Vincent Co. “While keeping our customers within our franchise, we also create stronger relations with our suppliers, working with them in promoting their brands, thus ensuring an enduring business partnership,” he added.
Puregold has proven itself to be pioneering in the world of non-traditional retail marketing. With its aggressive tie-ups with GCash/GLife, ShopeePay, Share Treats and Giftaway, Puregold projects online sales to contribute three percent to total sales in 2021, up from only 1 percent in 2020.
In 2020, Puregold launched the Puregold Mobile App – dubbed Sally, for shopping ally – which allows its shoppers and members to purchase goods conveniently via a few clicks from their smartphones. Its launch early in that year proved timely as Filipino residents saw their mobility hindered by the pandemic. There are presently 780,000 subscribers to the app.
As it continuously transforms for its customers, Puregold also launched “Puregold Channel” the same year, leveraging on the reach of its 2.8 million followers on Facebook and growing base on YouTube through its various ‘shoppertainment’ shows – a first-in-market move to connect shopping and entertainment to capture interest and engage customers with new products and promotions.
“The integration of all these efforts is Puregold’s innovative approach to modern and omni-channel retailing,” shared Co. The activation of Puregold Mobile app, their Puregold Channel plus the intervention of their upcoming e-commerce website, now enables a more seamless consumer journey. Various Sally’s Deals, P-Wallet, discount vouchers and flash deals are weaved into all of these channels so consumers have more purchase touchpoints, on top of access to actual products found in-store.
Continuing its brave move, Puregold further utilizes the power of online to reach out and touch the lives of more audiences through customized content. Recently, it started to tap on the gaming market by showcasing products and highlighting them in its latest programming effort “Puregold Esports Live: Mobile Legends Tournament”.
Along with this, Puregold creates its first digital series, “GV BOYS” — a 10-episode mini-series reminiscent of well-loved classic 90s sitcoms. As it exudes humor and nostalgia, the emergence of would-be fans of the said series aims to further strengthen consumer loyalty and affinity towards the brand.
“By creating fresh and novel content, we want to continually capture and engage with customers, to solidify our footing on the digital space,” Co explained.