SM taps 800 personal shoppers to boost customer experience

It offers same-day delivery and dedicated assistance.

SM Group is leaning on its network of more than 800 personal shoppers to drive a renewed push for personalised service.

The service, available nationwide across SM Store branches, offers same-day delivery and dedicated assistance.

About 64% of consumers prefer to buy from brands that offer personalized experiences, the group noted, citing a 2025 global trends report by Qualtric. The study surveyed 23,730 consumers across 23 countries, including the Philippines.

SM Store has also invested in more visually appealing in-store displays and beauty hubs, whilst SM Home is upgrading signage and store layouts to improve navigation. Its flagship SM Makati store is currently undergoing renovations.

Additionally, a key training initiative, “Tatak SM Home Customer Service”, provides regular workshops for SM Home staff to improve service quality across its locations.