Infobip has strengthened its long-standing partnership with SM Supermalls, unlocking more advanced digital engagement capabilities through SaaS solutions and Viber for Business. The collaboration is designed to elevate how mallgoers experience both physical and digital touchpoints—making interactions faster, more personalized, and more relevant in a mobile-first world.
As Filipino consumers continue to shift toward digital convenience and real-time engagement, the partnership reflects a broader transformation in how large retail ecosystems in the Philippines connect with their customers.
Smarter, Data-Driven Mall Experiences
Through Infobip’s SaaS platform and Viber Business messaging tools, SM Supermalls can now deploy highly targeted campaigns at scale—ranging from personalized promotions and exclusive offers to re-engagement messages triggered by customer actions such as connecting to mall Wi-Fi or interacting with digital touchpoints inside the malls.
According to Guray Ozturk, Head of Customer Growth for Asia-Pacific at Infobip, the goal is to meet customers where they already are: on their mobile devices.
“As customer expectations continue to evolve, we are focused on delivering more timely, relevant, and personalized engagement,” Ozturk said. “Together with SM Supermalls, we are strengthening customer loyalty while supporting their broader digital transformation strategy.”
From Mass Promotions to Meaningful Personalization
Instead of generic campaigns, SM Supermalls can now deliver tailored communications that reflect customer behavior, preferences, and engagement history. This shift allows the brand to encourage repeat visits, strengthen loyalty, and create more meaningful customer relationships.
The integration of rich messaging formats via Viber for Business further enhances the experience, enabling smoother, more intuitive interactions across both online and in-mall journeys.
Building Deeper Community Connections
For SM Supermalls, the partnership goes beyond marketing efficiency—it’s about creating more meaningful experiences for its diverse shopper communities.
“At SM Supermalls, we focus on creating meaningful moments for the communities we serve,” said Joaquin L. San Agustin, Group Head and EVP of SM Supermalls’ Shopping Center Management Corporation. “By turning digital insight into real-world experiences, we ensure every mall visit feels personal, purposeful, and rooted in belonging.”
A Shift Toward Mobile-First Retail
The collaboration also reflects a growing trend among Philippine retailers: the move toward data-led engagement and mobile-first loyalty ecosystems. With consumers expecting seamless, secure, and personalized interactions, platforms like Viber are becoming central to how brands communicate at scale.
“As Filipino shoppers demand more seamless experiences, we’re enabling enterprises to engage customers in ways that are relevant and trusted,” said Cecile Tizon, Senior Director for Global Enterprise Sales & Philippines Commercial Director at Rakuten Viber.
Powering Engagement at Scale
Infobip continues to support global enterprises with AI-driven communication infrastructure that enables automated customer journeys, large-scale campaign execution, and consistent personalization across every stage of the customer lifecycle.
With this expanded partnership, SM Supermalls is positioned to further enhance its digital ecosystem—bridging physical retail experiences with intelligent, data-powered engagement that meets the expectations of today’s connected consumers.
