Infobip and SM Supermalls Boost Digital Engagement via Viber
SM Supermalls enhances customer engagement through Infobip’s SaaS platform and Viber for Business integration.
- Mobile First Engagement: Filipino shoppers now expect fast, personalized, and mobile-driven interactions, prompting SM Supermalls to enhance digital touchpoints using Infobip’s solutions and Viber for Business
- Data Driven Campaigns: The partnership enables targeted promotions, personalized offers, and re-engagement strategies triggered by real-time customer interactions such as mall Wi-Fi access
- Stronger Customer Connections: By leveraging insights and rich messaging formats, SM Supermalls aims to deepen loyalty, boost foot traffic, and create more meaningful in-mall experiences
Infobip is taking its partnership with SM Supermalls to the next level, bringing more advanced digital engagement capabilities to one of the Philippines’ largest retail networks. By combining Infobip’s SaaS platform with Viber for Business, the collaboration is designed to elevate how mallgoers interact with brands, both online and on-site.
This move reflects a growing trend among major Philippine enterprises to adapt to rapidly evolving consumer expectations. Today’s shoppers are no longer satisfied with generic promotions. Instead, they are looking for experiences that feel tailored, timely, and seamlessly integrated into their daily mobile habits.
Infobip and SM Supermalls Strengthen Digital Synergy
Infobip is taking its partnership with SM Supermalls to the next level, bringing more advanced digital engagement capabilities to one of the Philippines’ largest retail networks. By combining Infobip’s SaaS platform with Viber for Business, the collaboration is designed to elevate how mallgoers interact with brands, both online and on-site.
This move reflects a growing trend among major Philippine enterprises to adapt to rapidly evolving consumer expectations. Today’s shoppers are no longer satisfied with generic promotions. Instead, they are looking for experiences that feel tailored, timely, and seamlessly integrated into their daily mobile habits.
Meeting Customers Where They Are
At the heart of this initiative is a simple but powerful idea: meet customers where they already spend their time. For most Filipinos, that means their smartphones.
Guray Ozturk, Infobip’s Head of Customer Growth for Asia-Pacific, highlighted how this partnership enables more intelligent and responsive engagement. “As customer expectations continue to evolve, we are focused on meeting mallgoers where they already are – on their mobile phones. By working with SM Supermalls and leveraging our SaaS platform together with Viber for Business, we are enabling more timely, relevant, and personalized engagement that strengthens customer loyalty while supporting SM Supermalls’ broader digital strategy,” Ozturk said.
Through Infobip’s platform, SM Supermalls can launch campaigns at scale that go beyond traditional marketing blasts. These include personalized offers and promotions sent to users who have opted in to receive communications, ensuring that interactions remain relevant and welcome.
From Generic Promos to Personalized Experiences
One of the most notable shifts enabled by this partnership is the move away from one-size-fits-all promotions. Instead, SM Supermalls can now craft campaigns based on individual customer behavior and preferences.
For example, interactions such as connecting to mall Wi-Fi or engaging with digital touchpoints can trigger tailored messages. This creates a more dynamic relationship between the brand and the shopper, where communication feels less intrusive and more helpful.
The use of Viber Business Messages also adds another layer of convenience. With richer messaging formats, SM Supermalls can deliver content that is not only informative but also interactive, making it easier for customers to engage with promotions and services.
Driving Loyalty Through Meaningful Engagement
Beyond immediate promotions, the broader goal is to build long-term customer relationships. By understanding how shoppers behave and what they respond to, SM Supermalls can continuously refine its engagement strategies.
This data-led approach supports key objectives such as increasing foot traffic, encouraging repeat visits, and strengthening loyalty. More importantly, it allows the company to align its offerings with the evolving needs of its diverse customer base.
Joaquin L. San Agustin, Group Head and Executive Vice President for SM Supermalls’ Shopping Center Management Corporation, emphasized the importance of personalization in creating meaningful experiences. “At SM Supermalls, we put an emphasis on creating meaningful moments for the communities we serve. Today, personalization means recognizing that our shoppers belong to tribes shaped by shared passions and lifestyles. By turning digital insight into real-world experiences, we engage each community in ways that feel personal and purposeful. Together with Infobip and Viber for Business, we’re building deeper connections, so every SM mall visit feels less like a transaction, and more like a place where people truly belong.”
A Broader Shift in Philippine Retail
This partnership is not just about one company upgrading its tech stack. It reflects a wider transformation happening across the Philippine retail landscape.
As digital adoption accelerates, businesses are increasingly turning to data-driven engagement and loyalty programs to stay competitive. Platforms like Infobip’s enable enterprises to unify communication channels, automate customer journeys, and deliver consistent experiences across multiple touchpoints.
Enabling Seamless and Secure Interactions
For Viber, the collaboration underscores its role as a trusted communication channel in a mobile-first market like the Philippines. By integrating with Infobip’s infrastructure, enterprises can reach customers in ways that are both secure and convenient.
Cecile Tizon, Senior Director for Global Enterprise Sales and Philippines Commercial Director at Rakuten Viber, shared how this approach aligns with evolving consumer expectations. “Filipino shoppers today expect more than transactional updates. They want seamless and convenient experiences. Working with Infobip, we’re enabling enterprises like SM Supermalls to engage customers on Viber in ways that are relevant, trusted, secure, and integrated into customers’ mobile-first lifestyles,” she said.
Scaling Engagement with AI-Driven Infrastructure
Behind the scenes, Infobip’s platform is built to handle large-scale, high-volume interactions. Its AI-driven infrastructure allows businesses to automate processes, execute complex campaigns, and maintain personalization even at scale.
This capability is particularly important for organizations like SM Supermalls, which serve millions of customers across numerous locations. By leveraging such technology, they can ensure that each interaction feels consistent and relevant, regardless of scale.
Looking Ahead
As the lines between physical and digital retail continue to blur, partnerships like this highlight the importance of innovation in customer engagement. For SM Supermalls, the integration of Infobip’s solutions and Viber for Business is a step toward creating more connected, personalized, and meaningful experiences.
For shoppers, it signals a future where every mall visit is enhanced by smart, responsive interactions that feel less like marketing and more like genuine connection.
For shoppers, it signals a future where every mall visit is enhanced by smart, responsive interactions that feel less like marketing and more like genuine connection.
