A recent 2025 Global Consumer Trends report by experience management firm Qualtrics revealed that 64 percent of consumers now prefer to buy from brands that offer personalized experiences. The study, which covered 23,730 respondents across 23 countries including the Philippines, underscores a significant shift in customer expectations.
In response to these shifting consumer preferences, the SM Group is doubling down on its commitment to make aspirational lifestyles more accessible to Filipinos. Through forward-thinking retail innovations and thoughtfully curated hospitality experiences, the conglomerate is placing customer experience at the heart of everything it does.
“Customer experience and service are ingrained in our culture. These are the real advantages of SM,” said Jonathan Ng, executive vice president of SM Retail. “Aside from offering the right product assortment and value, our personal shoppers and in-store service provide that human touch that makes the difference.”
The SM Store, the group’s flagship department store brand, exemplifies this approach. With over 800 personal shoppers across the country, it provides one-on-one shopping services, whether in person or remotely. These personal shoppers are trained to assist customers in finding the right items, enhancing convenience and satisfaction. Same-day delivery services further elevate the customer journey.
Visual appeal also remains a key factor. From stylish window displays to comfortable air-conditioned environments, SM Store aims to create a welcoming space that encourages both browsing and buying.
Meanwhile, SM Home, a key brand under SM Retail, is reinforcing its commitment to a seamless shopping experience. Its flagship store in SM Makati is undergoing renovations to enhance navigation, signage, and product displays. Supporting this effort is the “Tatak SM Home Customer Service” program, which provides ongoing training to ensure consistent, high-quality service.
The hospitality arm of the SM Group is equally focused on elevating experiences. According to Catherine Nepomuceno, senior vice president for operations at SM Hotels, their goal is to go beyond standard service. “We curate our services to be as personalized as possible. Even our signature gesture—a hand on the chest paired with a bow—reflects genuine Filipino hospitality,” she shared.
SM Hotels uses technology to monitor guest feedback and make real-time service improvements. Its new digital platform lets guests easily request amenities like pillows or slippers with speed and convenience.
From department stores and home design centers to luxury hotels, the SM Group is making a strong statement: personalization isn’t just a trend—it’s the future of customer service. —Ed: Corrie S. Narisma
