Infobip has strengthened its partnership with SM Supermalls to deploy AI-driven customer engagement tools, signaling a broader shift toward data-led retail experiences in the Philippines.
The collaboration integrates Infobip’s SaaS platform with Viber for Business, enabling SM Supermalls to deliver personalized, real-time campaigns across both physical and digital touchpoints. These include targeted promotions, offers, and re-engagement messages triggered by customer actions such as connecting to mall Wi-Fi or interacting with digital services.
According to Infobip, the solution allows large-scale automation of customer journeys, combining behavioral data with messaging tools to create more relevant and timely interactions. This approach moves beyond traditional mass promotions, enabling retailers to tailor communications based on individual preferences and engagement patterns.
Guray Ozturk, Infobip’s Head of Customer Growth for Asia-Pacific, emphasized that mobile-first engagement is now critical as consumer expectations evolve. By leveraging Viber for Business, brands can reach users directly on their smartphones, delivering seamless and contextual experiences.
For SM Supermalls, the initiative supports its broader digital transformation strategy—focusing on increasing foot traffic, encouraging repeat visits, and strengthening customer loyalty through personalized engagement. The use of rich messaging formats also enhances the customer experience by making interactions more intuitive and interactive.
Joaquin L. San Agustin highlighted that personalization now goes beyond simple segmentation, instead focusing on communities built around shared interests and lifestyles. By translating digital insights into real-world experiences, SM aims to create more meaningful connections with shoppers.
Meanwhile, Rakuten Viber, through its enterprise solutions, continues to position itself as a key enabler of secure, scalable, and integrated customer communication in mobile-first markets like the Philippines.
As retailers increasingly adopt AI-powered platforms to understand and engage customers, partnerships like this underscore how data, automation, and messaging technologies are reshaping the future of retail—turning everyday mall visits into personalized, connected experiences.
