Prince Retail is upgrading its customer rewards program with artificial intelligence (AI) technology as the Cebu-based retailer seeks to strengthen customer engagement while expanding its store network across the Philippines.

The retailer, which operates 79 Prince Hypermart stores nationwide, has partnered with Capillary Technologies to transform its Prince Royalty program into a unified digital loyalty platform.

The partnership will deploy Capillary’s Loyalty+, Engage+, Customer Data Platform, Insights+ and Promo Engine to consolidate customer information, generate AI-powered insights, personalize promotions and detect potential fraud.

Jenny Lynn Teves, associate director for Marketing and Store Design at Prince Retail Group, said the technology would help the company maintain stronger relationships with customers as it expands into more communities.

“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,” Teves said.

The platform is expected to give Prince Retail a more comprehensive view of customer interactions while allowing the company to tailor offers and services based on consumer behavior.

Capillary Technologies president for Asia-Pacific Santosh Reddy said the partnership would help Prince build a loyalty system designed for a rapidly evolving Philippine retail market.

“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,” Reddy said.