Adaptability, customers’ safety, convenience drive SM’s ‘hybrid’ retail operations | Inquirer Lifestyle

Adaptability, customers’ safety, convenience drive SM’s ‘hybrid’ retail operations

SM, the country’s leading retailer, is strengthening its presence online through various platforms to complement its foothold in the brick and mortar landscape and to better serve its customers amid the ongoing coronavirus pandemic.

“This pandemic has made us focus even more on two important things for our customers: convenience and safety. And two things for ourselves: adaptability and transformation. We have been improving both our online and physical experience and operations across the group—and building new ways to serve customers,” Teresita Sy-Coson, SM Retail Chairperson, said during the SM Investments’ annual stockholders’ meeting held last June 24.

Mrs. Coson noted that efforts to strengthen both SM’s physical and online stores allows it to reach its customers through “hybrid” ways, which will lead to a “stronger, more adapted SM after this crisis.”

At the forefront of this transformation is SM’s own e-commerce platform, ShopSM. Launched just last year, ShopSM exemplifies that hybrid approach, as it complements the offerings of SM’s physical stores and brings the SM experience online.

Customer convenience and safety

ShopSM provides a more convenient, easier and safer shopping experience for customers who want to do their shopping at the comforts of their own homes or offices. With just a few clicks, they get an access to a wide range of products from clothes, groceries, toys, beauty, health and wellness, homeware and appliances, pet care items, hardware items and other essentials.

ShopSM also offers a variety of payment options: through Cash on Delivery, debit cards, or credit cards. Shoppers who have SM Advantage, SM Prestige, BDO Rewards, MOM Card, Love Your Body, Stationery and Ace Rewards can also keep earning points when they use their loyalty cards while shopping.

Customers also have the option to have their purchases delivered at their doorsteps or to “Click and Collect”, which allows them to claim their items at select The SM Store and SM Markets branches.

To use ShopSM, customers just need to go to or download the app at the Google Play Store or at the Apple App Store.

Transformation and adaptability

 Another innovation that SM has introduced to better serve its customers during the pandemic is The SM Store’s Call To Deliver.

Launched just last May, Call To Deliver allows shoppers to order essentials from select The SM Store branches, and have them delivered in their location. As government restrictions have begun to ease, Call To Deliver has started offering more items.

Call To Deliver shoppers can also select from items from specialty brands within The SM Store such as Toy Kingdom, Ace Hardware, The Body Shop, Baby Company, Kultura and Surplus.

Customers simply have to select from the catalog of products (, which range from safety and protection essentials, outdoor essentials, indoor comforts, work from home items and many more, and contact their preferred The SM Store branch or the hotline 09178001074. A branch representative will confirm the order and ask for payment and delivery details. Call to Deliver also offers shoppers multiple payment options.

The SM Store also lets customers experience the convenience of new-norm shopping through the VIP Virtual Shopping. Shoppers, who are treated and referred to as VIPs, simply have to book a schedule by contacting The SM Store Makati, The SM Store North Edsa, The SM Store Megamall or The SM Store Mall of Asia.

Specialty brands such as SM Appliance Center, Toy Kingdom, Watsons, Ace Hardware, Sports Central, Pet Express, SM Stationery and Kultura have also started offering their products online through their own e-commerce platforms, social media pages or Viber community groups. These brands also offer Call and Collect, which allows shoppers to call certain branches for their orders then pick up their purchases in the store. This allows shoppers to save time.

While it continues to bolster its presence online, SM also makes sure that its physical stores implement and follow safety measures. SM transforms its malls and stores into safe innovative community spaces, enforcing high-standard hygiene and health protocols to ensure every customer’s well-being.

At a time when people are shaping new practices to better deal with the prevailing new normal, SM Retail keeps in step with them. By enhancing its physical and online presence, SM continues with its commitment to reach and serve more Filipinos.