JW Digital and SM Group Kick Off the SMAC Loyalty Platform Upgrade Project
In March 2026, JW Digital, SM Group Philippines, and the project’s technology partners officially kicked off the SMAC loyalty platform upgrade project. SMAC currently serves approximately 11.5 million members across 4,200 retail outlets, making it one of the loyalty programmes with the broadest reach in the Philippines.
The upgrade will establish a stronger digital foundation for SMAC’s future membership growth. It is designed to increase app engagement, improve digital interactions with members, and strengthen the use of data in membership operations.
From Strategic Planning to Implementation
JW Digital will serve as both strategic and implementation consultant for the project. Working closely with SM’s business teams and technology partners, we will review the existing business processes and system architecture, clarify the objectives and priorities of SMAC’s digital transformation, and translate business requirements into an actionable solution blueprint.
Based on an overall assessment of SMAC’s current operations and future direction, we will also support the planning of the platform’s core capabilities and implementation roadmap. This approach is intended to ensure that the transformation progresses beyond strategic planning and is translated into system development and day-to-day operations.
Building a Member-Centric Digital Platform
The project will support SMAC’s transition from a traditional membership model built around physical cards to an integrated digital platform centred on the member.
The new platform will use a unified member identity to connect accounts, benefits, and transaction information, creating a more consistent experience across channels. At the same time, membership management will move away from a fragmented, card-centric model towards unified lifecycle management, providing a more flexible foundation for future business expansion and service innovation.
Strengthening Digital Operations
The upgraded platform will help SMAC establish a more unified and scalable membership operating model, with more timely data to support marketing campaigns, member engagement, and business analysis.
Business teams will gain a clearer view of changes in member behaviour and campaign performance, enabling them to refine operating strategies based on actual results.
As business processes and system coordination improve, SM Group Philippines will be better positioned to accelerate membership growth and targeted marketing, reduce the cost of cross-team communication and campaign execution, and convert digital investment into sustained business value.