BUSINESS | Infobip expands partnership with SM Supermalls for Viber-driven engagement
The use of Viber Business Messages also allows richer communication formats, helping create more seamless interactions between physical mall visits and digital touchpoints.
SM Supermalls has expanded its digital engagement strategy through a deeper partnership with Infobip, integrating Viber for Business and cloud-based communications tools to enhance customer interactions across its malls.
The collaboration allows SM Supermalls to deploy data-driven campaigns using Infobip’s software-as-a-service platform, enabling personalized offers, promotions and re-engagement messages triggered by customer activity such as Wi-Fi connections and other in-mall digital interactions.
Infobip said the initiative responds to shifting consumer behavior, with Filipino shoppers increasingly expecting mobile-first, personalized and real-time engagement from brands. The platform enables SM to move away from broad, one-size-fits-all promotions toward more targeted messaging aimed at improving customer retention and repeat visits.
“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,” said Guray Ozturk, Infobip’s head of customer growth for Asia-Pacific.
The use of Viber Business Messages also allows richer communication formats, helping create more seamless interactions between physical mall visits and digital touchpoints. SM Supermalls said the approach supports its broader push to increase foot traffic while strengthening long-term customer relationships through data insights and behavioral analytics.
“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, executive vice president at SM Supermalls’ Shopping Center Management Corporation.
Rakuten Viber said the partnership highlights growing demand among Philippine enterprises for integrated messaging platforms that combine convenience, security and personalization.
“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 for global enterprise sales and Philippines commercial director at Rakuten Viber.
Infobip said its platform supports high-volume customer engagement through automation, analytics and AI-driven tools, allowing enterprises to manage customer journeys and campaigns at scale. The company positions the partnership as part of a broader shift among Philippine retailers toward data-led digital engagement and loyalty programs in a mobile-first market.
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