MANILA, Philippines – Infobip, a global cloud communications platform, has deepened its partnership with SM Supermalls, the Philippines’ largest mall operator, to leverage Infobip’s SaaS solutions and Viber for Business to enhance the customer experience across both physical and digital touchpoints.
The collaboration, which builds on a longstanding relationship between Infobip and SM Supermalls, reflects how large Philippine enterprises are adapting to changing consumer behavior, as Filipino mallgoers increasingly expect faster, more personalized, and mobile-first interactions from brands.
Guray Ozturk, Infobip’s head of customer growth for Asia-Pacific, said the partnership provides SM Supermalls with access to Infobip’s SaaS platform and Viber solutions to roll out data-driven campaigns at scale. These campaigns include personalized offers, promotions, and re-engagement messages sent to customers who opted in to receive marketing communication from the brand. They can be triggered by customer-initiated actions such as connecting to mall Wi-Fi and other intentional digital interactions within SM malls.
“As customer expectations continue to evolve, we are focused on meeting mallgoers where they already are – on their mobile phones. By working with SM Supermalls and leveraging our SaaS platform together with Viber for Business, we are enabling more timely, relevant, and personalized engagement that strengthens customer loyalty while supporting SM Supermalls’ broader digital strategy,” Ozturk said.
Through this approach, SM Supermalls is able to move beyond traditional, one-size-fits-all promotions and deliver more tailored campaigns that answer customer needs, encourage repeat visits and strengthen long-term customer relationships. The use of rich types of Viber Business Messages also allows SM Supermalls to provide a more intuitive and seamless customer experience across both physical and digital touchpoints.
The initiative also supports SM Supermalls’ objectives of driving foot traffic, encouraging repeat visits, and strengthening customer loyalty through a more data-led engagement model. By gaining deeper insights into opted-in customer behavior and engagement patterns, the company is able to continuously refine its campaigns and develop new use cases aligned with evolving shopper needs.
“At SM Supermalls, we put an emphasis on creating meaningful moments for the communities we serve. Today, personalization means recognizing that our shoppers belong to tribes shaped by shared passions and lifestyles. By turning digital insight into real-world experiences, we engage each community in ways that feel personal and purposeful. Together with Infobip and Viber for Business, we’re building deeper connections, so every SM mall visit feels less like a transaction and more like a place where people truly belong,” said Joaquin L. San Agustin, group head and executive vice president for SM Supermalls’ Shopping Center Management Corporation (SCMC).
This partnership with SM Supermalls reflects a broader shift among Philippine retailers toward data-led digital engagement and loyalty programs, positioning Infobip as a strategic partner enabling enterprises to leverage Viber for Business to modernize customer experience in a highly mobile-first market.
“Filipino shoppers today expect more than transactional updates. They want seamless and convenient experiences. Working with Infobip, we’re enabling enterprises like SM Supermalls to engage customers on Viber in ways that are relevant, trusted, secure, and integrated into customers’ mobile-first lifestyles,” said Cecile Tizon, Senior Director, Global Enterprise Sales & Philippines Commercial Director at Rakuten Viber.
Infobip works closely with some of the world’s largest enterprises, providing the AI-driven infrastructure required to run customer engagement at scale. Designed for high-volume environments, its platform enables organizations to automate journeys, execute sophisticated campaigns, and deliver consistent, personalized experiences at every stage of the customer journey.
