In this day and age, stores are no longer just transaction hubs wherein people are expected to come and go. It won’t cut it to simply display your merchandise in a chronological and categorical order. Today, we have to ride with the tide of business transitions.
On April 30th at Novotel Manila, I was honored to take part in the Asia Retail Innovation Philippine Summit 2026. An initiative that surpassed the event, it was a panel discussion that centered on “Future of Stores — From Transaction Hubs to Experience Engines.”
Along with Ms. Rhea Janice Go-Lao, Chief Store & People Officer of the Prince Retail Group of Companies, and Mr. Jason Ocampo, AVP of the Technology Department of National Book Store, I served as one of the panelists. Guiding our conversation is Mr. Rey Lugtu, CEO of Hungry Workhorse. While we may have different expertise, I think we can all agree on one universal truth: the retail industry is always evolving.
Taking on the role of a business leader comes with a responsibility to provide an optimum, seamless, and convenient shopping experience that can stand the test of time. Of course, this goal inevitably leads to taking big leaps. But that is only the qualification for joining the ever-changing business landscape. One must be comfortable with taking calculated risks.
Look towards Wilcon’s growth for nearly 50 years in business. Our regular meetings consist of inspecting the gaps and brainstorming ways to resolve them. One of the long, strenuous tasks we did was transitioning from exclusively selling sanitary wares and tiles to steadily adding home improvement, construction materials, appliances, DIY solutions, and home interiors. This expansion comes with a huge sacrifice to our stable revenue. But we have to be bold enough not to stop there. We have to consider the customer’s convenience, since at the end of the day we are serving them, not the corporation.
Especially in our line of business, customers want more than just seeing a product on display — they want to experience it firsthand before making a decision. They need to know that what they are choosing is not only high quality, but also complements the other materials and finishes in their space.
That is why we created immersive showroom settings designed to reflect actual homes — from bathrooms and living rooms to bedrooms and kitchens. These spaces allow customers to visualize how products work together in real-life environments rather than as standalone pieces on a shelf.
To make the experience even more meaningful, we thoughtfully installed fully operational furnishings and fixtures, giving customers the opportunity to touch, test, and experience the quality, functionality, and craftsmanship of our home solutions firsthand.
We, at Wilcon, make it our goal to help our customers from the planning stage through to the point when they use our product. Our support is always readily available. From the moment customers enter our store, our brand experts are available to provide details on the wide range of products. We also have an active channel where we answer particular inquiries and provide instructions. In addition, the Wilcon Online Website is not just for online shopping but also to guide our customers on how to use an item properly, offer tips for decorating their homes, provide upkeep advice, etc. These improvements are things we take into consideration to keep up with the fast-paced age of information.
The future of stores shouldn’t stop at shopping. At Wilcon, we extend it to delivering an experience that delights the customers—curating a blend of retail, convenience, and lifestyle. As part of this commitment, we have a tile-cutting service where customers can have their tiles trimmed and ready for installation. Another is the design hub, where personalized home design is made easy with expert assistance. For the architects, builders, contractors, designers, and engineers, there’s the ABCDE lounge for them to network and conceptualize ideas.
As a trusted building partner, we’re not just here as a store that sells. Above all, we aim to cultivate a place of immersive spaces where customers can explore, discover, and connect. Shopping is not just about what you buy—it’s now steering towards the experience you gain along the way.
And I believe this is how homeowners can catch a glimpse of the very heart of building a home.
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