Millennials, personalisation, and experiences reshape home retail trends

SM Home leverages data, influencer marketing, and experiential shopping to stay ahead  

The home retail industry in the Philippines is undergoing a transformation, driven by the increasing purchasing power of millennials, the rise of digital influence, and the growing demand for personalised shopping experiences. According to Christopher Ang, Head of Marketing at SM Home, these factors are reshaping how Filipino consumers approach home essentials and furniture.  

One of the most significant trends in the sector is the growing influence of millennials in homeownership. Unlike previous generations, millennials are entering the housing market later in life, but they are now settling down, purchasing homes, and investing in home essentials. “Millennials are finally taking homeownership seriously,” Ang said. “They are buying houses, condominiums, and furnishing them with products that reflect their personality and lifestyle.” This shift is driving increased demand for home decor, appliances, and furniture that cater to their evolving preferences.  

Beyond Metro Manila, economic growth in the provinces is also fueling the home retail sector. Ang noted that the GDP of areas outside the National Capital Region is expanding at a faster rate, making provincial markets a key focus for SM Home. With SM Group actively investing in provincial developments, home retail opportunities are expanding in emerging cities where homeownership is on the rise.  

Another key driver of change is the role of social media and digital influencers in shaping home design trends. Platforms like Facebook groups, TikTok, and YouTube have become major sources of inspiration for Filipino homeowners. Communities such as “Home Buddies” and content creators like Slater Young and the Kramer family have played a significant role in influencing how millennials design and furnish their homes. “Social media has created a new wave of design-conscious homeowners who seek inspiration and advice from online communities,” Ang explained. This trend is pushing retailers to adapt by offering curated collections that align with popular design aesthetics and consumer preferences.  

To keep up with these evolving trends, SM Home is leveraging data-driven marketing strategies to enhance the customer shopping experience. With one of the largest customer relationship management (CRM) platforms in the country, SM Home is personalising marketing campaigns to provide tailored recommendations for homeowners. “We maximise data to reach out to potential audiences and give them recommendations that suit their tastes,” Ang said.  

Beyond digital innovation, SM Home is also enhancing the in-store shopping experience. Recognizing that physical retail still plays a crucial role, the company has introduced exclusive shopping perks for its most loyal customers. Recently, SM Home organized a VIP shopping event where SM Prestige cardholders were invited to an exclusive early access experience, complete with a hassle-free shopping environment and complimentary refreshments. The result was overwhelmingly positive, with 98% of attendees expressing satisfaction and willingness to return for similar events.  

Looking ahead, the home retail market is expected to evolve further, with personalisation, experiential shopping, and digital engagement becoming even more crucial. By integrating data, content marketing, and immersive in-store experiences, SM Home is positioning itself to lead the industry in meeting the demands of modern Filipino homeowners.