SM Investments Corp. on Friday said that it had doubled the membership of its SM Advantage Card (SMAC) loyalty program, a development described as underscoring the firm's committment to delivering a smarter and more rewarding shopping experience.

Launched in 2002, SMAC — the biggest retail rewards system in the country — now has 10 million members from the 5 million recorded in 2020. This has benefited over 4,000 partner stores offering members exclusive access to sales events, discounts, special offers and freebies from both the SM group and partner merchants.

"SMAC is more than just points and exclusive offers. We enable our members to shop smarter. With SMAC, they will have access to information that will equip them to make smarter purchases," SMAC Chief Operating Officer Kevin Hartigan-Go said.

Latest enhancements to progam include new perks via partnerships with brands such as Shell, Mabuhay Miles, Globe Rewards and PLDT Home Rewards.

SMAC benefits also extend beyond retail shopping: members can earn and redeem points for fuel, travel miles, telecommunications services and home utilities.

SMAC's expansion was said to be in response to changing consumer expectations and shopping behaviors.

SMAC said it was continuing to strive to understand its customers and as such, curate promotions to ensure continued loyalty.

"SM takes care of its customers by providing them a tool that enables them to shop smarter and that continuously engages with them," Hartigan-Go said.

SMAC members also get benefits when booking rooms at SM's hotels, including Taal Vista, Pico de Loro, Pico Sands Hotel, Radisson Blu and Park Inn by Radisson Hotels.

SMIC shares fell by P12, or 1.42 percent, on Friday amid a 2.93-percent plunge for the benchmark index.