Prince Retail taps Capillary to scale AI-powered loyalty across Philippines

Prince Retail has partnered with customer loyalty technology company Capillary Technologies to transform its Prince Royalty rewards programme as the Philippine retailer looks to strengthen customer engagement across its growing store network.

Operating under the Prince Hypermart brand, the retailer currently has 79 stores nationwide. The partnership will create a more unified and personalised loyalty ecosystem as Prince Retail expands its presence across the Philippines.

The collaboration will deploy Capillary’s Loyalty+, Engage+, customer data platform (CDP), Insights+ and Promo Engine. Together, the technologies are designed to consolidate customer identities, support AI-driven analytics, enable more personalised engagement and strengthen fraud detection.

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“Our mission is to serve the underserved, and as we continue to expand, we will need a loyalty ecosystem to drive customer engagement and deliver relevant experiences to support our long-term growth,” said Jenny Lynn Teves, associate director of marketing and store design at Prince Retail Group.

The technology infrastructure is also expected to provide Prince Retail with greater visibility into customer behaviour and support digital adoption as the business scales. Over time, the companies said it could unlock broader applications across retail and financial inclusion ecosystems.

“The Philippines is one of Southeast Asia’s most dynamic retail markets, and Prince Retail is a brand that truly reflects the heart of Filipino commerce - resilient, people-first, and built for scale. We are proud to partner with them in building a future-ready loyalty ecosystem that delivers long-term value for millions of customers across the archipelago,” said Santosh Reddy, president – APAC at Capillary Technologies.

The partnership comes as retailers increasingly use customer data and AI to move loyalty programmes beyond traditional points and rewards towards more personalised, data-led engagement.

For Prince Retail, the new platform is intended to provide the foundation for smarter customer insights and more relevant experiences while supporting its expansion into underserved communities across the Philippines.

Founded in 1990 by Robert Lim Go in Cebu City, Prince Retail Group has grown from a single warehouse store into Prince Hypermart, a nationwide retailer serving customers across Luzon, Visayas and Mindanao. The company operates as a one-stop shop for affordable groceries, general merchandise and department store products, with a particular focus on underserved rural and island communities.

Its customer empowerment programme, originally the Sari-Sari Store Society, is now known as the Prince Royalty programme.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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