The retail industry is rapidly adopting conversational commerce, a blend of messaging, AI, and real-time customer interactions. Infobip’s 2025 Messaging Trends Report highlights significant growth in this area, with customer interactions in Asia Pacific’s Retail and eCommerce sector surging by 169%, including a 16% rise in the Philippines. This shift is driven by the popularity of messaging apps like WhatsApp, Viber, and RCS, which enable brands to offer personalized and convenient customer journeys, from inquiries to purchases and updates, fostering stronger “suki” relationships.

Building “suki” for life with SMAC

The Philippines’ loyalty program market is booming, expected to reach $1.08 billion by 2028. A prime example of conversational commerce in action is SMAC, a leading retail loyalty program by Digital Advantage Corporation (DAC). With over 10 million members, SMAC is revolutionizing customer engagement through personalized, omnichannel interactions, demonstrating its understanding of fostering “suki” (loyal customer) relationships in the current market.

“The term “suki” refers to a special relationship between a customer and business that is built on trust, familiarity and mutual benefit,” said Cecile Perez Tizon, Sales Director for APAC at Infobip. “By combining data-driven insights with an omnichannel approach, Infobip is helping SMAC redefine customer loyalty by strengthening the bonds of “suki” in the digital age.”

SMAC leverages Infobip’s Moments to connect with customers across SMS, Viber, and email, creating a seamless, omnichannel experience. This strategy boosts customer satisfaction and is crucial for driving retention and loyalty in today’s competitive retail landscape.

“SMAC’s partnership with Infobip played an important role in improving our engagement and retention efforts. The solution allowed us and our partners to communicate with our members effectively, in a timely manner, and with minimal support requirements,” explained Jay Cabaña, Head of IT Services, SMAC.

Unique, hyper-personalized customer journeys

Conversational commerce technology enables hyper-personalized customer journeys. By analyzing how customers interact across various channels, businesses gain insights to deepen personalization at every touchpoint. This technology supports proactive customer service, tailored product recommendations, and effective upselling/cross-selling. Plus, with integrated payments, customers can complete purchases directly within the same chat or messaging app where their interaction began.

As Ivan Ostojic, Chief Business Officer at Infobip, reiterates, “The surge in conversational messaging in APAC reflects a broader shift towards more localized, conversational experiences. In markets like the Philippines, brands are increasingly adopting platforms like WhatsApp and Viber to engage with their customers on a deeper, more personal level. SMAC’s integration of these solutions into their loyalty program is a perfect example of how brands can build stronger, more meaningful ‘suki’ ties with customers.”