What: SM’s loyalty program is growing exponentially.

Why it is important: SM is building an ecosystem of apps and services, for that reason growing the membership in 4 years is strategic.

The SM Advantage Card (SMAC), the Philippines' largest retail rewards system, has seen a remarkable growth in membership, doubling from five million in 2020 to over ten million currently. Since its inception in 2002, SMAC has evolved beyond offering mere points and discounts; it now provides tools for smarter shopping, such as expenditure tracking, access to cash-equivalent points, and real-time updates through its app.

Kevin Hartigan-Go, Chief Operating Officer of SMAC, emphasized that the program is designed to empower consumers to make informed purchases and foster stronger company-consumer relationships, especially important during economic uncertainties. SMAC's value extends beyond transactions by enhancing the overall shopping experience and engagement levels.

The loyalty program collaborates with over 4,000 partner stores nationwide and major brands like Shell, Mabuhay Miles, Globe Rewards, and PLDT Home, continually expanding its benefits. Looking ahead, SMAC plans to further enrich its offerings, integrating more deeply with flagship stores and hospitality partners to provide even greater value to its members.

Philippines’ SM loyalty program reaches 10m members