Tucked away in the bustling street of Palatiw, Pasig City, ChellyRobert offers a surprising list of multi-brand furniture and electronics. Despite its unassuming exterior, the store boasts a spacious interior and crawls deep with its semi-curved stairs leading to its second floor.
Upstairs, you'll find that ChellyRobert occupies more than half of the floor, if not the whole two-story building. It carries welcoming party boxes, a variety of air conditioners, bed frames, stocks of different chairs, and more. The best part is that customers are welcome to tour the whole area, as each turn offers different products and brands to choose from.
The establishment's name comes from Roberto delos Santos Jr. and Rachelle Rose Abbu, a couple who have demonstrated that remarkable achievements can be made in just six years. Robert, previously a salesman at Pasig Mega Market before transitioning to a role in the BPO industry, and Rachelle, who also worked in the same BPO company, both ventured into business with unwavering determination.
Their journey began with a simple yet bold decision: to venture out independently. Roberto, armed with his years of experience in sales, set foot into the world of online marketplace. He poured his heart and soul into building the online store for six months. He spent countless hours exploring ways to promote through social media, connecting with potential suppliers, and creating an online shopping experience for his customers.
As the business grew, Roberto realized he couldn't do it alone. He knew Rachelle would be the perfect partner for the business and advised her to join him six months later.
"We need to try because if we don't, nothing will happen. It's risky, but it has to be done. If you don't fail, you won't gain experience. It would help if you were brave," Robert emphasized.
Home-based to high street
Starting with just ten essential pieces, their venture rapidly expanded, especially during the COVID-19 pandemic. As their business grew, so did their storage needs, which prompted the transformation of their home's third flood into a makeshift warehouse.
A year later, their success allowed them to rent their first official warehouse or bodega, marking a significant milestone in their journey.
The couple immersed themselves in every aspect of their business, from managing their online presence and handling customer communication to personally delivering products and sourcing suppliers. Their dedication is the best example of a true labor of love, with both Robert and Rachelle embracing every challenge as part of their passion project. For them, improving their business is a journey with only upward potential.
"We didn't expect it to turn out this way. We didn't aim for anything extraordinary, but God gave us blessings beyond measure," Rachelle Abbu commented.
A year after securing their bodega, they took another bold step by opening their namesake physical store close to the equally busy Pasig Mega Market. What started with just two individuals managing the single-floor store expanded to an eight-man team with two floors.
The established online presence has then transitioned into a mix of online and offline efforts, showing their strong sense of partnership through the name of their store. A name that also signifies that they go hand-in-hand with the growth ChellyRobert has established through the years.
Forming a community of shoppers
With the steady acceleration of ChellyRobert's success, they remained steadfast in their commitment to progress. They adopted a mindset focused solely on growth, determined to enhance their customers' lives with top-quality products and unwavering dedication.
"Our main goal is to ensure that our customers will keep coming back and offer low prices and quality items. That's the number one priority. And it would help if you also were kind to them. The kinder you are, the more they'll return, and you'll leave a lasting impression on them," Abbu added.
The couple's unwavering dedication to their store is evident in their daily presence, ensuring they're always available to connect with customers and partners. These two business owners do not merely manage transactions; more than that, they build meaningful relationships by engaging with every customer who enters their store.
They go the extra mile to offer well-thought-of recommendations based on their needs. This hands-on approach has garnered customer loyalty and fostered a network of satisfied patrons who often refer others to the store.
ChellyRobert exemplified genuine interactions that extend beyond individual customers. By listening to feedback and actively seeking out what their customers are looking for, the couple has been able to adapt their inventory to better meet demand. This responsiveness has led them to discover new product categories and innovations, such as no-frost refrigerators and inverter air conditioners, that they hadn't previously considered.
This helped them diversify their cooling products, including refrigerators, coolers, and chest freezers. This also supported their increase in brand partnerships and broadened their product selection.
In this multi-brand shop, customer insights are held in the highest regard. Each feedback piece shared with them is a learning opportunity that helps refine their product lineup and improve the reputation of their business.
They prioritize maintaining high-quality standards, ensuring every product they offer meets customers' expectations. Through this continuous listening, learning, and adapting process, they have built a thriving business that remains responsive to market trends and individual customer needs.
The vision for ChellyRobert is to become a renowned multi-brand, one-stop shop where customers feel welcomed and confident in buying products that enhance their quality of life. So far, they've achieved just that—customers keep returning, referrals are pouring in, and the business has formed numerous new partnerships over the past few years. Some even drive by to wave at Rachelle and Robert.
As the Department of Trade and Industry reported, in a landscape dominated by 99.5% micro, small, and medium enterprises (MSMEs), ChellyRobert stands out by prioritizing its customers above all else, demonstrating that their dedication goes beyond simply making a sale.
Expanding access to valued customers
Rachelle and Robert understand that only some customers can make an immediate purchase, so they've made their electronics and appliances available through installment plans.
This proved to be quite beneficial to their business, as in-app and in-store financial solutions provider UnaCash readily offered a partnership to support their customers' lifestyle purchases. Its point-of-sale financing not only boosts store traffic but also makes their products more accessible to those with tight budgets.
"We can offer installment plans with just one valid ID, which is a huge factor," according to Robert.)
"It attracts customers, especially when their cash is tight, but they want to buy the items," as shared by Rachelle. "It also depends on your approach. Most customers still prefer installment options."
In line with their commitment to customer care, Robert and Rachelle, along with their trusted team members, ensure the relationship doesn't end at checkout. They also support their financing partners by monitoring the installment agreements to confirm repayments are on track and gently guiding customers through each step.
The couple also offers in-store payment assistance. The same dedication extends to their partners, including brand associates, wholesalers, and payment solution providers. Despite being in business for a relatively short time, their efforts have far exceeded their expectations.
"At the beginning, you just have to endure the exhaustion. Don't be afraid to get tired; keep doing what you love. Keep working and spread the word to other people, as you can often sell at the right price to those who are unfamiliar with you," Robert explained. "Even when you feel like you can't go on if you're tired, it means you're doing something right. Then, as you grow, start hiring people. Don't focus on the exhaustion; think about the future and what's to come."
"It's teamwork when you're partners. For example, one of you is out doing fieldwork while the other is in the office. Everything is balanced. You work as a team, as one unit."
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