WINNING | SM Supermalls turns customer insight into mall traffic gains

Insider Spotlight

• SM Supermalls sharpened its data-driven customer strategy amid a fast-changing retail landscape.
• The mall operator reported stronger brand equity and double-digit traffic growth at key sites.
• Customer listening, analytics, and community integration drove performance across malls nationwide.

As Philippine consumers become more value-conscious and experience-driven, SM Supermalls is doubling down on customer intelligence to stay ahead. The country’s largest mall operator has leaned into analytics, tenant curation, and sustainability-led initiatives to keep malls relevant—not just as retail hubs, but as community spaces.

Why it matters

Physical retail faces pressure from e-commerce and shifting consumer habits. SM’s approach shows how scale, data, and localized engagement can translate into stronger foot traffic, brand trust, and long-term competitiveness.

Steven Tan

The SM Supermalls president is focused on innovation that focuses on the customers' needs.

What’s happening

In its 40th year, SM Supermalls strengthened its focus on customer-centric operations, from redesigning mall layouts to clustering tenants based on shopper behavior and preferences. President Steven Tan said customer satisfaction continues to shape how the company evolves, emphasizing innovation that anticipates not just current needs, but future wants.

This customer-led strategy was validated as SM Supermalls picked up seven industry awards from Brand Finance, AMEC, and the Philippine Association of National Advertisers, recognizing brand strength, communication measurement, and community-focused marketing.

By the numbers

• Brand Index Score: 95/100, earning SM the title of ASEAN’s Strongest Retail Brand for 2025.
• 15 percent increase in foot traffic at SM Mall of Asia, driven by improved data integration and insight-led campaigns.
• Seven awards across branding, communications effectiveness, and marketing excellence.

Under the hood

To address fragmented customer data, SM streamlined its communication measurement systems, allowing faster insights into shopper sentiment and behavior. This helped refine media spend, improve drive-to-mall intent, and boost engagement across platforms—earning multiple gold and silver recognitions from AMEC.

Joaquin San Agustin

SM Supermalls' marketing chief says 'listening to the customer' is central to the firm's strategy.

What they’re saying

SM Supermalls EVP for marketing Joaquin San Agustin highlighted listening as the core of customer centricity, noting that tracking sentiment changes helped the company “speak their language” and elevate service expectations.

Beyond retail

Customer focus also shaped SM’s community initiatives. Through SM Cares, the company launched “Book Nook” learning spaces in select malls, attracting over 10,000 participants and millions of mall interactions in a year. The program’s success led to further expansion and industry recognition from PANA.

What’s next

SM Supermalls plans to continue redefining the role of malls—blending commerce, community, and culture—as it scales customer-led innovation across its nationwide portfolio. — Daxim L. Lucas | Ed: Corrie S. Narisma