SM’s Call to Deliver: Delivering Enhanced Customer Experience












The SM Store continued to innovate and offer essential shopping to customers even during another pandemic lockdown through its Call to Deliver and online services. 

Building on rapid growth in 2020, SM’s Call to Deliver service is achieving double-digit growth while proving to provide the convenience, range, and high service levels that customers expect of SM. 

“Even before the pandemic, The SM Store made sure the customer continued to have a positive store experience. Call to Deliver gives you that element of human interaction that is very important to the Filipino.  We are able to offer a more personalized store experience through Call to Deliver,” SM Retail President Ponciano C. Manalo said.   

Call to Deliver, SM Store’s hybrid and safe shopping service available through #143SM, Facebook Messenger and Viber allow customers to chat with store personal shoppers and have their items delivered right at their doorstep or picked up in-store. 

“This is in recognition of what the customers need or want and being able to immediately offer a unique form of shopping for those having a hard time pivoting to online formats,” Mr. Manalo said. 

During the enhanced community quarantine from August 6 to 20, the SM Store also offered free delivery service to ECQ areas for a minimum single-receipt purchase. Discounts were also made available to COVID vaccine cardholders via #SMCalltoDeliver.   

Working with third-party delivery companies, items purchased to continue to be delivered directly to shoppers’ homes, set aside for in-store collection, or brought outside for curbside pick-up.  

Through the mall’s various tenant support initiatives that mobilized tricycle and taxi operators and even bicycle riders as fulfillment partners, SM provided critical delivery services, especially in provincial areas for various tenant transactions including those done through the Call to Deliver service.    

Innovative ways of shopping allowed SM to deliver its brand of service through available online platforms, merging personal in-store shopping with video call services and instant messaging apps for a more personalized approach. 

As these proved popular, Call to Deliver sales continued to grow steadily.  The Call to Deliver service has also been adopted by SM’s retail operations and affiliates.  

“We will continue to evolve and be where our customers want us to be. SM Retail is investing a lot in technology to ensure the best delivery and most convenient service for an enhanced customer experience,” Mr. Manalo said.