Driving sales and convenience: How eTap drives value for partners in more ways than one

With over 300 partner stores carrying its kiosks, eTap has established itself as a leading provider of self-service payment kiosks, especially in the regions of Visayas and Mindanao. On an average day, eTap handles about 300,000 transactions, ranging from parents paying bills to hardworking riders remitting payments.

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Recently, eTap signed a contract with Cebu-based ThreeSixty Pharmacy to install 80 kiosks in their branches beginning mid-October. This partnership not only enhances customer experience but also boosts foot traffic and sales for ThreeSixty Pharmacy, demonstrating the mutual benefits of the collaboration.

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ThreeSixty Pharmacy is the latest addition to eTap’s diverse roster of over 300 store partners, which includes major names like Julie’s Bakeshop and Dali. These partners benefit from increased transactions and customer engagement through eTap’s convenient payment solutions.

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This growing network of partnerships highlights eTap’s ability to drive traffic and sales while supporting the operational success of its partners.

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Enabling double transactions to boost sales

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When customers visit a store to buy goods, they often use the kiosk for payment services, leading to what eTap calls “double transactions.”

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eTap Solutions President and CEO Carlo Hernandez underscored that using eTap’s kiosks typically prompts additional spending. To illustrate, people often use eTap’s kiosks to top up their e-wallets, which they then use to pay for groceries.

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This increase in customer activity has led to a 15% to 80% jump in point-of-sale (POS) sales for partner stores. The ability to transact more, from bill payments to purchases, gives customers additional reasons to visit these stores, directly impacting foot traffic and overall revenue.

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Helping partners with marketing

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It is not just the kiosks themselves that prompt increased spending at eTap’s partner stores. The eTap team actively promotes their partners through a robust marketing strategy, led by the Digital Marketing Unit with Digital Marketing Supervisor Chriselle Olaguera and Copywriter Aira Matsushita, under the supervision of Head of Marketing Paolo Lorenzo Macaraeg.

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Hernandez estimated that about 80% of eTap’s content across its platforms highlights partner brands, giving them added exposure to potential customers. This marketing support drives awareness and brings more foot traffic to the stores, ensuring that customers have multiple reasons to visit.

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Posts (including organic, paid, and boosted posts) displaying partner store products usually generate a significant number of reactions, views, and comments, increasing brand visibility and engagement across social media platforms.

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One Facebook post promoting Iced Kape Ube from Julie’s Bakeshop garnered over 5,000 likes and 300 comments from customers eager to try the new offering. Besides portraying the drink as a great way to beat the heat, the post also reminded people that eTap’s kiosks are useful for topping up e-wallets and cash-ins.

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eTap’s TikTok page gets similar results. One post reviewed interesting finds among Dali’s low-cost grocery options, earning nearly 3,000 likes and over 4 million views, significantly boosting awareness of Dali’s offerings and emphasizing its role as a go-to for quality and affordable goods.

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“We create entertaining content that not only engages our audience but also highlights the value our partners bring to the community.

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“By showcasing their products in a fun and relatable way, we drive traffic to their stores and strengthen our partnerships,” explained Hernandez.

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Approximately 95% of small business respondents in the Philippines plan to invest in online sales and marketing this year, as reported by the GoDaddy 2023 Data Observatory, cited by BusinessWorld (2024). With eTap promoting their products for free, store partners achieve a significantly higher return on investment (ROI) on their product promotion. This added visibility not only boosts customer engagement but also allows businesses to allocate more of their budget towards other growth initiatives.

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Being flexible and meeting partners where they are

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Joe Muldera, Head of Business Development, shared that eTap’s kiosks are only placed in locations where they can be effective. “Selecting branches for our kiosks involves key criteria: sufficient space for seamless interactions, strong security to build trust, accessibility for all customers, and high foot traffic to maximize visibility and transactions.

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“These elements are vital for optimal performance and customer satisfaction.”

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Another one of eTap’s biggest strengths is its flexibility in adapting to its partners’ needs. Whether a store is in a densely populated city or a rural area with limited access to financial services, eTap ensures its kiosks are tailored to the location. For instance, in locations with space constraints, such as small stores or gas stations, eTap provides microwave-sized kiosks that fit easily without disrupting the store’s layout.

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eTap also supports partner stores in their expansion efforts. When franchisees of brands like Julie’s Bakeshop or Dali request kiosks in new regions, eTap works closely with their head offices to coordinate deployments. This adaptability allows eTap to grow alongside its partners, ensuring both parties benefit from increased reach and improved operational efficiency.

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From bringing attention to popular products to offering flexible solutions, eTap constantly looks for newer and better ways to help its store partners. This forward-thinking approach allows store partners to better serve their customers, boost sales, and improve operational efficiency, all while benefiting from eTap’s continuous support and strategic partnerships.

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Thumbnail by Benjamin Santos (Sr. Multimedia Designer)