Wednesday , December 1 2021
SM Supermalls, World Retail Awards, #AweSMLearning Phygital Campaign

SM Supermalls wins in the World Retail Awards via #AweSMLearning Phygital Campaign

FOR two consecutive years, SM Supermalls was named one of the winners in the prestigious World Retail Awards.

This 2021, the country’s foremost chain of shopping malls wins in the Customer Experience Breakthrough category for its #AweSMLearning Phygital Campaign, besting top retail stores from other countries.

With play-on-words ‘awesome’, ‘learning’, and ‘SM’, #AweSMLearning is a first-of-its-kind initiative that aimed to address the Filipino parents’ painpoints in Distance Learning brought forth by the COVID-19 pandemic and the unprecedented shutdown of schools.

“Through #AweSMLearning, SM has found a new way to create a more meaningful customer experience for a new breed of shoppers — the homeschooling market,” said Jonjon San Agustin, SM Supermalls senior vice president for marketing.

“By listening closely to their needs and sentiments, we were able to provide a unique kind of customer experience inspired and powered by them. SM assured our shoppers that we were with them ‘phygitally’ and ready to serve wherever they felt safest and most convenient at — whether inside our malls or via digital through our different online shopping services like SM Malls Online app and SM Call to Deliver.”

World Retail Awards
SM Supermalls, World Retail Awards, #AweSMLearning Phygital Campaign inside

In a school year unlike any other, the #AweSMLearning campaign helped kids and parents share more fun moments together as SM treated them different fun homeschooling tips and several interactive virtual activities like the #AweSMLearning Online Workshops and the #SMSuperKidsDay Virtual Party. As a result, the campaign received an overwhelming support from parents who considered SM as a partner, enabling them to assume a bigger role in supporting their children transition to a new way of learning.

With the win at the 2021 World Retail Award and the tremendous support the campaign received, SM Supermalls will continue on with the #AweSMLearning campaign to help distant learning be more innovative and adaptable to a generation of virtual students.

Past winners of the World Retail Awards include the Alibaba Group, Walmart, Amazon, Starbucks, Nike, Tesco, L’Occitane, Tommy Hilfiger, and Marks & Spencer, among other global brands.

Launched in 2007, the World Retail Awards is the only global industry event that recognizes and honors retail excellence. The awards attract entries from hundreds of retailers from over 50 countries, allowing brands to display their innovation and excellence across a variety of segments of the industry.

For more SM updates, visit or follow @SMSupermalls on all social media platforms.

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