Driving partner store evolution with eTap

When eTap’s founders, Percy Hernandez and Marlon Portugal, launched the company, they recognized that significant growth opportunities lay beyond the crowded National Capital Region (NCR). The Davao region, known for its economic strength—boasting one of the country’s richest cities in Davao City and the rapidly growing province of Davao Oriental—was an untapped market that aligned with their vision.

‍

The founders visited the Davao region, laying the groundwork for the company’s first partnerships. They initially deployed machines in Alfamart and Davao Central Convenience Store (DCCS), establishing a blueprint for future partnerships with accessible, high-traffic retailers. This strategy ensured that eTap’s kiosks were placed where customer engagement and convenience were maximized.

‍

From laying down its first machines in Davao, approximately 75% of eTap’s 3,000 machines are now strategically placed in grocery stores, convenience stores, and pharmacies across the Philippines, making them accessible to the class C & D markets. The company also boasts an average daily gross transaction value of Php400 million and an average daily transaction count of 300,000, fueled by the strong relationships with partner stores nationwide.

‍

Driving store partner success

‍

Store partner success did not just happen overnight.

‍

A crucial part of enabling success is an emphasis on key metrics. Head of Marketing Enzo Macaraeg said metrics, such as gross transaction value and gross transaction count (also known as gross transaction volume or simply GTV), are crucial indicators even before looking at overall company performance.

‍

Macaraeg explained, “Typically, if a store reaches the third month without hitting a target of Php1.5 million in gross transaction value, it signals a need for a marketing intervention.

‍

“These interventions include awareness campaigns, targeted social media and paid ads, and content that educates customers on how to use the machine, and where the kiosk is located.”

‍

eTap monitors the number of cash in transactions—a metric that reflects how actively the machine is used. By closely monitoring these numbers, eTap ensures early intervention to boost engagement where needed.

‍

These marketing interventions are done at no extra cost to the store partner. In fact, eTap often posts their store partner’s specific products to help drive foot traffic (for instance, posting a bakery shop’s most popular bread) and works closely with the store partner’s marketing departments to ensure all posts adhere to branding guidelines. The marketing initiatives are led by Digital Marketing Supervisor Chriselle Olaguera with Sr. Multimedia Designer Benjamin Santos, under the supervision of Macaraeg.

‍

One of eTap’s most successful partnerships thus far is with TGP: The Generics Pharmacy, with machines now in over 150 TGP branches. Apart from posting about where TGP’s patrons can find eTap stores, eTap also highlights TGP activities, including diabetes and asthma awareness initiatives. While the partnership started in 2023, eTap is targeting over 2,000 machines in TGP branches nationwide.

‍

Tailored strategies beyond intervention

‍

eTap’s flexibility and willingness to adapt to market realities started with the pandemic, which served as a crucial turning point. As contactless transactions became a necessity, eTap’s kiosks offered a convenient solution. Unlike traditional kiosks that required human interaction, eTap’s self-service kiosks minimized wait times and direct contact, accelerating the adoption of their technology.

‍

The experience with increased demand and sudden operating challenges forced eTap to double down on its commitment to store partners and users, a mindset that continues in the post-pandemic era.

‍

These flexible strategies for store partners go beyond market intervention, considering ever-evolving market trends. The diversity of industries eTap serves—ranging from convenience stores to pharmacies—requires the company to focus on the specific needs of its customers.

‍

Capturing different segments, market trends

‍

eTap showcases its flexibility and creativity in approaching different user segments. Riders, who work for e-commerce platforms and food delivery apps, often use eTap’s kiosks to remit their earnings. Being a crucial user segment, eTap adopts a different social media calendar specifically for riders.

‍

Macaraeg explained that crafting a specialized social media calendar helps let all users know they matter. “Building a community means establishing a real relationship with our customers—they’re not just transactions to us.

‍

“That’s the experience we’re trying to define at eTap.”

‍

He continued, “We’re more than just a brand that takes your money.

‍

“For example, we have a dedicated Facebook group just for riders, called the eTap Rider Centralized Community, where we focus on targeted marketing and support.”

‍

By targeting specific customer segments, partner stores become a critical part of each user’s day-to-day life. In the case of riders, every eTap machine is a companion to their livelihood. The community is managed by the Community Marketing Unit led by Community Marketing Supervisor Erica Natividad.

‍

Apart from social media initiatives, eTap creates targeted, real-life experiences, such as the eTap Caravan, where a van equipped with machines allows customers to test out eTap’s kiosks at strategic store partner locations. This raises eTap’s company profile while inviting people to spend time with their store partner.

‍

Finally, eTap helps its store partners by keeping abreast of industry competition. The company performs monthly and bimonthly brand audits to stay aware of what similar companies are working on. Brand audits inform eTap about competitor promos and on-ground activations, enabling eTap to adjust its marketing efforts and partner strategies to maintain a competitive edge and drive foot traffic to partner stores. The mentioned initiative is led by Brand Specialist Tom Fajardo.

‍

In conclusion, eTap’s evolution has been marked by its ability to adapt to market trends and the unique needs of its store partners and their communities. Through strategic partnerships with brands like TGP and the creation of targeted communities like the rider segment, eTap continues to build meaningful connections that go beyond business transactions.

‍

Thumbnail by Justin Calleja (Multimedia Designer)