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THE SM group continues to enhance its customer experience strategies as more consumers seek personalized shopping and lifestyle experiences, according to a new global trends report.
VISUALLY APPEALING SM Store enhances customer experience with stylish displays and dedicated beauty hubs. PHOTO FROM SM
A 2025 report by experience management firm Qualtrics found that 64 percent of consumers prefer brands that offer personalized experiences. The study surveyed 23,730 consumers across 23 countries, including the Philippines.
In response, SM is staying true to its mission of making aspirational shopping more accessible through improved service and experience. Personalized customer service is core to SM's identity, with SM Store's personal shoppers ready to assist in-store or remotely. The company emphasizes customer comfort through trained staff, attractive displays, and cozy, air-conditioned spaces.
"At SM Store, excellent customer service is our competitive advantage," said Jonathan Ng, EVP at SM Retail. "We invest in programs, locations, and products that serve our diverse market."
With over 800 personal shoppers nationwide, the SM Store offers convenience with same-day delivery. The brand is also enhancing in-store experiences through tech integration, stylish displays, and beauty hubs.
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SM Home is renovating its flagship store in SM Makati and improving signage to help customers navigate better. Its "Tatak SM Home Customer Service" program includes regular employee workshops.
SM Hotels also focuses on personalized service, supported by guest experience software and a new digital platform for on-demand requests — delivering Filipino warmth with speed and sincerity.
