From AI to Customer Experience: Key Takeaways From NRCE 2026
4 min read
MANILA, Philippines — What does the future of Philippine retail look like?
The answer emerging from the 32nd National Retail Conference and Expo (NRCE) 2026 is not centered on one technology or one business model.
Instead, it is about the ability of retailers to continuously learn, adapt, innovate, and remain focused on customers.
Held August 6 and 7 at the SMX Convention Center Manila, NRCE 2026 gathered industry leaders, entrepreneurs, suppliers, technology companies, and retailers under the theme “New. Next. Forward.”
The event came at a significant time for the Philippine Retailers Association (PRA), which is celebrating its 50th anniversary.
Here are some of the key lessons from this year’s gathering.
1. AI Is Becoming Part of the Retail Toolbox
Artificial intelligence was a major topic throughout NRCE 2026.
From automation and data analysis to customer engagement and operational efficiency, AI is increasingly being considered a practical business tool rather than simply an emerging technology.
Joseph Phi of Li & Fung discussed the changing relationship between people and technology, highlighting a future in which AI can amplify human capabilities.
The implication for retailers is significant: businesses need to start understanding not only what AI can do, but also where it can create genuine value.
2. Don’t Adopt Technology Just Because It’s New
One of the more practical messages from NRCE 2026 was that digital transformation should have a purpose.
RJ Paculan and Paolo Broma of TBWA\SMP emphasized beginning with a business problem rather than beginning with a technology solution.
That distinction can save businesses time and resources.
Instead of asking:
“What AI tool should we buy?”
retailers can ask:
“What problem are we trying to solve?”
It could be slow operations, inefficient customer service, inventory issues, marketing performance, payment processes, or another business challenge.
Technology should then be evaluated based on whether it addresses that problem.
3. Retail Still Depends on People
Despite the growing importance of AI, NRCE 2026 made clear that retail remains a people-centered industry.
PRA President Alice Liu emphasized that retail is fundamentally a people business and encouraged stakeholders to approach change with curiosity, courage, and confidence.
This perspective extended beyond customer service.
Leadership development, succession planning, workplace culture, and preparing younger generations to take over businesses were also part of the conversation.
The discussion involving Bryan and Brandon Liu of Golden ABC and Jathniel and Justine Thai of Primer Group of Companies highlighted the importance of preparing the next generation of business leaders.
4. Customer Experience Still Wins
Technology may change the way retailers interact with customers, but the customer remains the reason the interaction exists.
The closing conversation featuring Teresita Sy-Coson and Steven Tan, moderated by Rico Hizon, reflected on Philippine retail’s development and the continuing importance of putting customers first.
This principle becomes even more important as consumers gain more choices.
A customer can compare products online, switch brands quickly, read reviews before purchasing, and expect increasingly seamless experiences.
Retailers therefore need to understand not only what customers buy, but also why they buy and what makes them return.
5. Resilience Requires Reinvention
NRCE 2026 also highlighted the need for retailers to adapt when circumstances change.
Roxanne Farillas, Toby Claudio, and Paolo Misa, moderated by Mary Jade T. Roxas-Divinagracia, discussed how established companies can respond to disruption and reinvent themselves.
For businesses, resilience isn’t necessarily about avoiding change.
It can mean becoming comfortable with change.
That mindset may become one of the most important competitive advantages for retailers operating in an unpredictable marketplace.
6. Filipino Brands Have Global Potential
Another encouraging theme was the potential of Filipino brands to compete beyond the domestic market.
Josh Boutwood, Mark Ocampo, and Abi Marquez discussed the value of authenticity, craftsmanship, and storytelling in creating brands that can resonate internationally.
For Filipino entrepreneurs, this presents an important opportunity.
Local identity doesn’t necessarily have to be a limitation.
It can become a competitive advantage when translated into a compelling product, brand, and customer experience.
7. The Expo Showed What Retail Innovation Looks Like
The NRCE exhibition provided the practical counterpart to the conference discussions.
Hundreds of exhibitors showcased solutions spanning:
- AI and retail technology
- POS and payment systems
- logistics and supply chain
- warehousing
- e-commerce
- omnichannel retail
- store design
- marketing
- financial technology
- sustainability
- business services
- emerging retail solutions
For visitors, the exhibition created opportunities to discover technologies, compare solutions, meet suppliers, and explore partnerships.
In many ways, the expo demonstrated that the future of retail isn’t something that exists several years from now.
Much of it is already available today.
8. The PRA’s 50th Anniversary Adds Perspective
NRCE 2026 was also a milestone event for the Philippine retail industry because the PRA is marking 50 years of service.
The anniversary offered a chance to reflect on how much Philippine retail has changed while recognizing that the industry remains in a continuous state of transformation.
From traditional stores to e-commerce, omnichannel platforms, AI and data-driven retail, the pace of change has accelerated dramatically.
The role of industry organizations such as PRA becomes increasingly important in helping businesses navigate that transformation through collaboration, education, advocacy, and knowledge sharing.
What Comes Next?
If NRCE 2026 offered one overarching lesson, it is that Philippine retailers cannot afford to stand still.
But moving forward doesn’t mean chasing every trend.
It means understanding customers.
Investing in people.
Using technology intelligently.
Building resilient organizations.
Supporting Filipino innovation.
And being willing to rethink established practices when circumstances demand it.
That is perhaps the real meaning behind “New. Next. Forward.”
The future of Philippine retail will not be shaped by technology alone.
It will be shaped by how intelligently businesses use technology, how effectively leaders develop people, and how consistently retailers create value for customers.
And that journey is already underway.
