MANILA, Philippines—Ayala-led Globe Telecom Inc. has tapped retail giant SM to enhance its loyalty rewards program as part of efforts to retain existing subscribers and attract new users.

In a statement, the phone firm announced that points earned under its Globe Rewards program could now be converted into SM Advantage points.

These points will have a value of P1 each and can be used to buy anything at SM department stores and supermarkets as well as ACE Hardware outlets and other participating retail establishments.

“At Globe, we continually try to find ways to delight our customers and our partnership with SM Advantage gives our subscribers more ways to use their hard-earned points and claim rewards via shopping treats,” said Jay Beltran, head of loyalty and customer relations at Globe.

The new feature will only be available to Globe users who are also members of SM’s own loyalty program, SM Advantage. SM Advantage points are earned by spending at SM supermarkets and other retail establishments.

These points are then accumulated in a customer’s personal account, which can be accessed using his or her SM Advantage Card.

Earlier this year, Globe launched the industry’s biggest loyalty programs, MyRewards MyGlobe and TM Astig Rewards.

Both loyalty programs allow both postpaid and prepaid subscribers to earn points based on how much they load or spend and how long they keep their Globe and TM SIMs active.

Backed by sustained participation and positive feedback from subscribers, MyRewards MyGlobe and TM Astig Rewards continue to innovate and evolve to become two of the biggest loyalty programs in the country.

As of end-October 2010, more than nine million Globe prepaid, Tattoo and TM subscribers have been actively using their points to redeem rewards, the company said. Globe is the country’s third-biggest phone firm with 25 million users.

Owned by taipan and the country’s richest man Henry Sy, the SM chain has 40 malls in the Philippines. The retail chain also has a presence in China.