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. Playing on the words 'awesome,' 'learning' and 'SM,' #AweSMLearning is a first-of-its-kind initiative that is aimed to address the Filipino parents' pain points 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. SM assured our shoppers that we were with them 'phygitally' (physically and digitally) and ready to serve wherever they felt [it was] safest and most convenient whether inside our malls or via digital [applications] through our different online shopping services [such as] as SM Malls Online app and SM Call to Deliver.'