The retail industry is adapting to changing customer habits as brands adopt conversational commerce, which combines messaging, AI, and real-time interactions. Infobip’s 2025 Messaging Trends Report shows that customer interactions in the retail and e-commerce sector in the Asia Pacific grew by 169%, with the Philippines posting a 16% increase.
SMAC (SM Advantage Card), the rewards program of SM, is adopting a personalized, omnichannel strategy to reach customers through their preferred platforms. With over 10 million members, SMAC sees value in building strong suki relationships in today’s market.
“SMAC’s partnership with Infobip played an important role in improving our engagement and retention efforts,” said Jay Cabaña, head of IT Services of SMAC. “The solution allowed us and our partners to communicate with our members effectively, in a timely manner, and with minimal support requirements.”
Infobip noted that messaging apps such as WhatsApp, Viber, and RCS are becoming the preferred channels for customer interactions in APAC. These platforms enable brands to provide personalized and seamless experiences at scale, from product inquiries to purchases and real-time updates.
The loyalty program market in the Philippines is projected to reach $1.08 billion by 2028, according to Research and Markets. SMAC, developed by Digital Advantage Corp., is among the leading programs making use of conversational commerce to engage customers.
“By combining data-driven insights with an omnichannel approach, Infobip is helping SMAC redefine customer loyalty by strengthening the bonds of ‘suki’ in the digital age,” said Cecile Perez Tizon, sales director for APAC at Infobip.
Through Infobip’s Moments platform, SMAC engages members across SMS, Viber, and email, ensuring consistent experiences. Conversational commerce also allows for targeted recommendations, upselling, cross-selling, and integrated payments, enabling customers to complete purchases within the same chat where their inquiries began.