PHILIPPINE RETAILING
Local News
2ND QUARTER 2019
2ND QUARTER 2019
Special Column
PHILIPPINE RETAILING
PRA MEMBERS EMERGED
AS WINNERS IN READERS’
DIGEST TRUSTED BRANDS
Adopting VCA Techniques to promote
Data Privacy in Retailing
Some PRA members emerged as winners
at the 21st Readers’ Digest Trusted Brand,
which highlights the ultimate seal of
consumer approval on different brands
and products.
SM Supermalls, a seventh time winner, got the
Platinum seal under the Shopping center category, while Mercury Drugstore is the most
preferred pharmacy among Filipinos, also garnering the Platinum award for the last four
years. Ayala Land on the other hand is the Platinum Property Developer and SM Supermarket
topped the poll as the preferred supermarket also emerging as Platinum winner.
MORE THAN A THIRD OF
FILIPINOS SHOP CLOTHES
ONLINE—YOUGOV
Thirty-six percent of the Filipino
shoppers said they would shop for
clothes online once a month, while
43% get their inspiration from online
shops, according to YouGov’s recent
survey titled “Consumer Behaviour for
Fashion Purchase in Philippines.”
Other preferred brands by Filipino consumers are: Uratex (Platinum) for mattress,
Goldilocks, which received the Gold plaque under the Bakery category, Enfant (Gold) for
Baby Store, SMDC (Gold) for Property Developer, Ayala (Gold) for Shopping Center/Mall,
Robinsons (Gold) Supermarket, and Epson (Gold) for Multi-Function Printer/Copier.
A trusted brand enjoys international appeal, yet at the same time upholds a strong local
connection. It has individual relevance for all its consumers, just about anywhere and in any
culture.
“The emergence of e-commerce has
undeniably reshaped the fashion cycle and
changed the way consumers buy new clothes.
The convenience brought by new technologies
at the same time make the fashion industry
more competitive than ever. Fashion industry
players need to understand the changes in the
consumer purchase journey in order to cope
with the changes in consumer demands,”
YouGov said in the report.
YouGov is an international data and analytics
group that investigates the change of apparel
shopping habits in Philippines.
Data from the survey are collected online
from June 29 to July 9, 2018, with a sample
size of 1,044 Filipinos.
4
Republic Act 10173 or the Data Privacy Act
of 2012 was enacted with the aim to protect
the fundamental human right of privacy, of
communication while ensuring free flow
of information to promote innovation and
growth.
Furthermore, according to the National Privacy
Commission website, it regulates the collection,
recording, organization, storage, updating or
modification, retrieval, consultation, use, consolidation,
blocking, erasure or destruction of personal data;
and ensures that the Philippines complies with
international standards set for data protection through
the NPC.
The law covers both the public and private sector, including the retail industry, which
due to its nature, processes a great volume of information—mostly from its customers
or clients.
GENERAL OBLIGATIONS IMPOSED BY THE DATA PRIVACY ACT
The main reason why Filipinos buy clothes
online is to save time (64%). It also helps
them compare product information and
prices (57%) and get reviews from other
shoppers (50%). When shopping online,
Filipinos consider the reliability of the online
retailer (93%) and online security (93%)
for them to buy from a specific shop. Free
shipping (92%) and refund policy (90%) are
also big considerations for Filipinos.
Generally, the three main reasons why
shoppers buy new clothes are: to replace
new clothes (68%), because they are on sale
(57%), and because they are attending specific
events (52%).Filipinos also consider the price,
quality, and comfort as the main criteria in
purchasing apparel.
By: Atty. Paul A. Santos
• Adhere to the data privacy principles of transparency, legitimate purpose, and
proportionality.
• Implement security measures.
• Uphold data subjects’ rights, such as the right to information, right to object, right to
access, right to correct, right to erase, right to damages, right to data portability, and
the right to file a complaint.
WHAT IS A PRIVACY IMPACT ASSESSMENT?
CUBAO’S ARANETA CENTER NOW A TOURISM DISTRICT
The Araneta Center in Cubao, also known as the Cubao Growth Center, is now
one of the city’s tourism districts.
Quezon City (QC) Mayor Herbert Bautista has just recognized the district through Ordinance
2796-2018 Araneta Center’s six decades of operations, offering breakthrough transformation,
building shopping malls in one destination and pioneering in both commercial center
operations and in hosting of historic events.
Cubao’s old and new institutions such as the Farmers’ Market, the Kia Theater, (formerly the
New Frontier Theatre), Novotel Manila, Sining Saysay: Philippine History in Art, Cubao X and
the Smart Araneta Coliseum, among others were highly mentioned.
Now that Cubao is a tourism district, it is expected to undertake massive promotion and
marketing campaigns of different significant events and activities such as concerts, media
launches, food and book fairs, art competitions, cultural shows, sporting events and other
activities through advertisements in partnership with the Quezon City Tourism Department
(QCTD), according to the Quezon City Hall Office’s statement.
On the other hand, QC Tourism District will be holding educational guided tours of Araneta
Center, Cubao for visitors and guests while Araneta Center, Inc. is set to provide a location for
the Visitor Information Center and Souvenir Shop.
GMA News Online, 4/3/2019
For a company to be compliant to the DPA, there are several steps that need to be
undertaken according to the NPC. One of which is the Privacy Impact Assessment
or PIA, which helps you manage risks to data privacy caused by the processing of
personal data. A PIA
can be undertaken on
the entire company or
on several programs,
processes, or projects
that the company
conduct.
Through a PIA, the
company can identify
the personal data that
are processed as well
as the processes and
existing measures for
data protection, among
others.
HOW TO USE
VALUE CHAIN
ANALYSIS IN A
PRIVACY IMPACT
ASSESSMENT?
A few months back,
the PRA and NPC had
partnered together
to conduct the DPO
21: Data Protection
in Retail and
Manufacturing. Are You
On The Right Track?”
I had the opportunity to share with the attendees from the retailing and
manufacturing industries the importance of a Value Chain Analysis in promoting data
privacy in retail. Let me share with you, here:
By adapting a value chain analysis, you can identify sub-activities for each primary and
support activity. This can help the company identify links. Linkages occur when the
way one activity is performed affects the cost or effectiveness of other activities.
After which, you can evaluate how the acquisition of this ordinary, sensitive, and
privileged personal information is supposed to add value to both firm and customer.
Then, weigh the costs and risks to be assumed in this effort versus the anticipated
benefits.
Once you have identified these sub-activities, it’s time to adapt the VCA in identifying
the personal information you acquire, along with the processes on how such
information is obtained.
• Discovery phase: Identify the various sub-activities of the firm’s primary and support
activities. Then, determine which of these sub-activities acquire ordinary, sensitive,
and privileged personal information. Your objective is to create a data inventory that
helps you understand what kind of information your firm processes and where all of
that resides. This way, you can determine how all this information is shared inside (and
outside) the firm.
• Analysis phase: Evaluate how
the acquisition of this ordinary,
sensitive, and privileged
personal information is
supposed to add value to
both firm and customer. Then,
weigh the costs and risks to be
assumed in this effort versus
the anticipated benefits.
DATA IN RETAIL
Relevant data can very much
help retailers in engaging with
their customers and offer
the right kind of services
and products they need.
However, it is the retailers’
duty to protect these data
from breeches as a measure to
protect both the company and
the customers.
By adapting a VCA in your
Privacy Impact Assessment,
you can seamlessly anticipate
and prepare for potential
problems caused by data
processing, thus lessening risks
and harm to both parties.
5