SM and AirAsia partner to enhance customer value and drive business growth

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SM’s retail loyalty program SMAC has recently partnered with AirAsia rewards to enhance the shopping and travel experiences of its members. In photo are (from left to right): John Patrick Cua, Chief Operating Officer, SMAC; Jonathan Ng, Chief Finance Officer, SM Retail; Herson Sy, Executive Director, SM Group; Nicole Tan, Chief Business Officer, AirAsia rewards; Ricky Isla, Chief Executive Officer, AirAsia Philippines, Leong Diyao, Regional Head of Rewards Partnerships, AirAsia rewards.

The SM group’s retail loyalty program, SMAC, has entered a strategic tie-up with AirAsia rewards to offer enhanced shopping and travel experiences. This collaboration expands the value for both SMAC and AirAsia rewards members while strengthening SM’s presence across retail and travel sectors.

As part of the “My SMAC, My MOVE” lifestyle campaign, SMAC members can convert 500 AirAsia points into 125 SMAC Points via the AirAsia MOVE app, integrating the benefits of travel rewards into the SMAC ecosystem. This partnership builds on SMAC’s extensive network and introduces new rewards for frequent travelers and shoppers alike.

“We are excited to launch this collaboration with AirAsia rewards,” said Patrick Cua, Chief Operating Officer of SMAC. “By combining shopping and travel rewards, we’re enhancing the value of our loyalty program and offering more meaningful experiences to our members.”

SMAC Points earned through this partnership can be redeemed across a wide array of SM Retail Stores including SM Store, SM Supermarket, SM Hypermarket, Savemore, SM Appliance Center, and other popular brands like ACE Hardware, Our Home, Surplus, and Watsons.

Additionally, members can convert 200 SMAC Points into 300 AirAsia points via the SMAC website (smac.ph), providing more travel benefits and increasing the value for both shoppers and travelers.

“This partnership underscores our commitment to offering greater rewards and a seamless experience for our customers,” said Nicole Tan, Chief Business Officer at AirAsia rewards. “Working with SM allows us to enhance the value we provide to loyal customers in both the retail and travel sectors.”

The partnership brings business benefits to both parties. SM increases engagement and foot traffic across its retail stores while deepening customer loyalty. For AirAsia rewards, the collaboration taps into a new base of active shoppers, further strengthening its position in the Philippine travel market. Together, they create an expansive rewards ecosystem that combines shopping, travel, and lifestyle benefits.

This strategic tie-up aligns with both companies’ goals to drive customer loyalty, expand their reach, and enhance brand visibility. As SM continues to expand its service ecosystem, the partnership with a regional brand like AirAsia rewards marks a significant milestone in delivering lasting value for customers, investors, and both brands.