Smart Communications Inc. and Robinsons Supermarket are expanding a partnership established in 2012, combining the retailer’s nationwide store network with mobile connectivity services and customer engagement activities.
The collaboration provides distribution channels for Smart Prepaid and TNT products through Robinsons Supermarket, Robinsons Easymart, Shopwise and The Marketplace. It has also expanded to include in-store promotions, e-commerce activities and events that incorporate Smart’s 5G connectivity.
Christian So, Smart assistant vice president and head of modern trade, said the partnership aims to make mobile services more accessible through the supermarket group’s physical and digital channels.
“For more than a decade, we’ve worked together to make connectivity a seamless part of everyday life, whether customers are shopping in-store, engaging online, or participating in community events,” So said.
He added that the companies combine Robinsons Supermarket’s retail presence with Smart’s network to support customers’ digital activities.
5G support extends to community events
The companies’ latest collaboration included Smart’s participation in the Robinsons Supermarket 18th Fit & Wellness Buddy Run 2026 in Cebu, following an earlier leg in Manila.
At both events, Smart provided activities, giveaways, a photobooth and charging stations under its Smart New Power All campaign. The company said its 5G network supported connectivity for runners, organizers and spectators during the events.
Kerwin Legarde, Robinsons Supermarket group general manager, said the partnership helps the retailer combine its physical and digital customer services.
“For over a decade, Smart has been a trusted partner in helping us enhance customer experience across our retail ecosystem,” Legarde said. He added that the collaboration allows the companies to combine retail and connectivity services as consumers increasingly adopt digital lifestyles.
The partnership reflects how telecommunications operators use retail networks to distribute prepaid products and reach consumers outside traditional telecom stores. Supermarket outlets offer another channel for customers to access mobile services while shopping, while joint promotions and events provide opportunities for operators to engage subscribers.
Smart and Robinsons Supermarket said they would continue working together through physical and digital channels to provide customers with access to connectivity products and services.
