What is the Infobip and SM Supermalls partnership?
Infobip has expanded its collaboration with SM Supermalls to enhance customer engagement using AI-driven SaaS solutions and Viber for Business.
This partnership enables SM Supermalls to deliver personalized, real-time, and mobile-first communication to shoppers—both online and inside physical malls.
For Filipino consumers, this means receiving relevant promos, timely updates, and tailored experiences instead of generic marketing messages.
How does the system work?
The solution is powered by Infobip’s customer engagement platform, which uses opt-in data and real-time triggers.
When a user interacts with SM’s digital ecosystem—such as:
- Connecting to mall Wi-Fi
- Engaging with digital touchpoints
- Opting into brand communications
…the system can automatically send personalized messages via Viber.
What types of messages are sent?
- Personalized discounts and promotions
- Event alerts and mall updates
- Re-engagement messages based on behavior
Because messaging is behavior-driven, campaigns are more relevant and effective at scale.
See also: Infobip to Launch AgentOS in the Philippines, Enabling Scalable AI-Driven Customer Journeys
Why is mobile-first engagement important in the Philippines?
The Philippines is one of the most mobile-first and messaging-heavy markets globally. Consumers prefer brands that communicate through apps they already use.
According to Guray Ozturk, the strategy focuses on engaging customers directly on their smartphones—where attention is highest.
This approach improves:
- Response rates
- Customer satisfaction
- Repeat visit potential
How is SM Supermalls improving personalization?
Instead of mass promotions, SM Supermalls is adopting a data-led personalization strategy.
By analyzing customer behavior, the company can:
- Segment users into lifestyle-based groups
- Deliver targeted, relevant campaigns
- Continuously optimize engagement using real-time insights
⚠️ Correction applied: The original draft contained a non-English word (“יותר”). This has been removed for consistency and professionalism.
As emphasized by Joaquin L. San Agustin, personalization now focuses on communities and shared interests, not just demographics.
What are the business benefits for SM Supermalls?
This initiative supports key retail objectives:
- Increased foot traffic through targeted digital prompts
- Higher repeat visits driven by relevant offers
- Stronger customer loyalty through personalized engagement
By combining digital data with physical retail behavior, SM can continuously refine its campaigns and improve performance over time.
How does this reflect the future of retail?
This partnership highlights a growing shift toward Answer Engine Optimization (AEO)—where brands focus on delivering:
- The right message
- At the right time
- Through the right channel
With support from Rakuten Viber, enterprises can create experiences that are:
- Secure and trusted
- Contextually relevant
- Fully integrated into mobile-first lifestyles
According to Cecile Tizon, today’s consumers expect seamless, convenient, and personalized interactions, not just transactional updates.
Why does this matter for Filipino consumers and businesses?
For businesses, this confirms that AI-driven, mobile-first engagement is now essential, not optional.
For consumers, it means:
- More relevant promotions
- Less spammy messaging
- Better overall mall experiences
For the Philippine tech ecosystem, it signals continued investment in AI, automation, and data-driven customer engagement at scale.
