A
nd also, using our malls
as a platform for other
interests and passions that
the Filipino has—anything
from sports to community-
building, to arts and
culture. And I think as we
continue doing so, we’ll
still stay relevant to the
Filipino.
RETAIL
SPOTLIGHT
Mariana Zobel de Ayala, General Manager, Ayala Malls The 30th
The young and modern retailer talks about the importance of malls today
It’s not
difficult to miss
Mariana Zobel de
Ayala in
a crowd with her tall
stature and mestiza looks, but one can get even more
captivated by listening to the young Ayala talk about her
insights and plans as the General Manager of the Ayala
Malls The 30 th .
Managing The 30th
The eldest daughter of Jaime Augusto Zobel de Ayala
and Lizzie Zobel, who had her share in managing
projects under the Ayala Land, and is currently assigned
to oversee the Ayala mall in Pasig relayed that the
most exciting thing about her work is that “every day
is different” and she, along with her team handling
the mall has to be attentive to see what works for the
market and not, as well as make necessary adjustments
to serve their customers better.
“When you work in retail, it’s appealing to what I like to
call the “happy money” of the Filipinos,” she enthused.
“It’s where they choose to spend their money. It’s
where they choose to spend their disposable income.
So, it puts us in a position where we have to be extra
competitive because customers are discerning when it
comes to this “fun money” and “fun spent.”
The 30 th Mall is a bit of a late comer in Ortigas area,
which already hosts a handful of bigger malls, but the
new kid on the block begs to differ and wants to offer
something new, especially to residents in the area.
“We really doubled down on the fact that we have
a more intimate size and use that to our advantage
in building more of a clubhouse community lifestyle
format,” the young Ayala shared.
“I think it has worked for our market specifically because
the residential A market in the area tends to look for a
less overwhelming experience when malling.”
By visiting the mall, one can agree that the design and
layout has really been well thought of. There is an open
air patio at the center of the mall which offers a green
space, a trademark of an Ayala mall. The 30 th is four-
floor tall and sits in two-hectare land, near residential
condominiums The Renaissance and The Alexandra, as
well as Valle Verde subdivision
Getting tech to the retailers’ advantage
created disruptions in the way retailers connect with
the customers, for Mariana, malls have a great role to
play in the lives of the Filipino family that goes beyond
consumption.
“Our role is really being a gathering place for Filipinos.
At Ayala we take a lot of pride in parks and green spaces
that we provide in our malls. And in that, I think that
we have developed a more holistic mall product which
is an outlet for being with family, for eating, and for
celebrating.”
Being part of a generation where cellphone is a part of
growing up and there is more exposure to the internet,
she recognizes that the flow of information and digital
literacy is faster. She added that a wide range of services including
education outlets, after-school programs, and
government offices are offered within malls so as there
is a one-stop place for the family to do their errands.
It rings true as the Filipinos are innately fond of going
to the malls, especially during hot days, vacations, and
holidays, where they can just chill with the family, buy
things, or afford services.
“So we’re trying to use it to our advantage and the
speed to customer has never been faster, so hopefully
we can use that digital channel to our advantage,” she
mused. But apart from these, The 30 th General Manager sees
that malls can be a place to hone and promote different
interests of the Filipinos by becoming a platform for
various events and activities.
“Speed to customer and speed to market is great. On
our end, we’re watching the market closely in terms of
technology and e-commerce and we really see ourselves
as a key relationship for the tenants,” she continued. “And also, using our malls as a platform for other
interests and passions that the Filipino has—anything
from sports to community-building, to arts and culture.
And I think as we continue doing so, we’ll still stay
relevant to the Filipino.”
As a retailer belonging to the “millennial” generation,
Mariana sees that being born in a digital world can be
used to one’s advantage.
However, Mariana believes that there is still a good
number of years before e-commerce becomes
mainstream in the country. The challenge now is that
retailers must learn to evolve and add digital experience
to the customers, even while maintaining a brick-and-
mortar store.
Malls—a place for Filipino families
And while digital transformation and e-commerce have
With such enthusiasm and passion in her work, it is
exciting to see what else Mariana Zobel de Ayala plans
for the further development of Ayala Malls The 30 th or
even in her future projects for the family business.
*Mariana has recently been promoted as the Deputy
Head of Ayala Malls from being The 30th General
Manager.
13