The SM group’s retail and hotels units are seeking to boost sales by enhancing their customer experience strategies in response to consumers’s preference for personalized shopping and lifestyle experiences.

A recent 2025 global consumer trends report by experience management firm Qualtrics found that 64 percent of consumers prefer to buy from brands that offer personalized experiences. The study covered 23,730 consumers across 23 countries, including the Philippines.

To address these evolving preferences, the SM group continues to deliver on its mission to enable access to new and aspirational shopping lifestyles for more Filipinos by enhancing customer service and experiences.

Personalized customer service has always been part of SM’s DNA with SM Store’s personal shoppers taking care of customers in-store or wherever they may be.

“At SM Store, there's always someone who will help you. There’s the personal shopper who is always ready to help the customers,” said Jonathan Ng, Executive Vice President at SM Retail.

He noted that, “Other than the assortment, offering the right value, and our ‘we’ve got it all for you’ strategy where we cater to all, excellent customer service is our competitive advantage.”

“The advantages of SM are customer experience and service. These are ingrained in our culture. We invest in programs, locations, and products that cater to our varied demographics,” Ng added.

With more than 800 personal shoppers nationwide, SM Store’s Personal Shopper service provides convenience and delivery as early as same day.

Investing in technology and innovative store designs, SM Store has also created visually appealing displays and beauty hubs, further elevating the in-store experience of customers.

SM Home, a retail brand of the SM Group, is also continuously improving its store displays and signages to help shoppers navigate its stores. SM Home is also renovating its flagship store, SM Makati, to elevate customers' shopping experience through better store design and display.

For SM Hotels’ Senior Vice President for Operations Catherine Nepomuceno, “our main thrust when it comes to customer service is to go beyond the standards. We are proud of how we curate our services. It's very personalized as much as possible.”

This is reflected across its hotels and how the staff welcome guests with a simple gesture— a hand on the chest expressing sincerity and a bow, in keeping with the Filipino trademark of hospitality.

Hand in hand with technology, SM Hotels has a guest experience management software to measure and assess the feedback of their guests, identifying trends and addressing concerns proactively.

They also recently introduced a digital platform where guests can easily request for what they need, be it extra pillows, extra slippers or even room service with expected speed and efficiency.