Village Connect
As more consumers seek tailored shopping and lifestyle experiences, the SM Group is doubling down on its customer experience strategies across its various businesses to meet evolving expectations.
According to a 2025 global consumer trends report by experience management firm Qualtrics, 64% of consumers prefer brands that offer personalized experiences. The study surveyed 23,730 individuals across 23 countries, including the Philippines—highlighting a growing global and local demand for personalized service.
In response, SM is reinforcing its mission to provide access to aspirational lifestyles and meaningful shopping experiences for Filipinos. Personalized service has long been a cornerstone of SM’s brand, from the helpful presence of SM Store’s personal shoppers to its thoughtfully designed retail environments.
“At SM Store, there’s always someone ready to assist you. Whether it’s our personal shoppers, the wide product assortment, or our commitment to value, what truly sets us apart is our customer service,” said Jonathan Ng, Executive Vice President of SM Retail. “Customer experience and service are ingrained in our culture. We invest in people, locations, and offerings that cater to the diverse needs of our customers.”
With over 800 personal shoppers nationwide, SM Store offers convenience with services that include same-day delivery. The brand also continues to innovate through visually striking displays, in-store beauty hubs, and tech-driven store design to further enrich the customer journey.
SM Home, another key retail brand under the SM Group, is enhancing the in-store experience with improved wayfinding and display strategies. Its flagship store in SM Makati is undergoing renovations to better showcase its wide product range and provide a more seamless shopping environment.
To ensure high-quality service, SM Home also implements its “Tatak SM Home Customer Service” initiative—a series of ongoing learning and workshop sessions aimed at strengthening customer engagement and service consistency.
The commitment to personalization extends beyond retail. At SM Hotels, Senior Vice President for Operations Catherine Nepomuceno emphasized their focus on curating deeply personal guest experiences.
“Our goal is to go beyond the expected. From heartfelt welcomes to custom-curated services, we aim to make each stay memorable,” she shared. A signature gesture of a hand on the chest and a bow reflects SM Hotels’ embodiment of authentic Filipino hospitality.
To enhance guest interactions, SM Hotels employs a guest experience management system that collects and analyzes feedback, enabling proactive service improvements. A newly launched digital platform also allows guests to easily make requests—whether it’s for extra pillows or room service—with greater speed and efficiency.
Across all its businesses, SM continues to serve millions of Filipinos with a brand of customer care that goes beyond the smile—one that listens, adapts, and consistently goes the extra mile.
Loading…