Singtel won the Most Innovative Retail Concept Award for the digital transformation of its flagship store in Singapore at the recent Federation of Asia-Pacific Retailers Associations (FAPRA) Awards 2019.
This is the fifth accolade for the store at Comcentre since it reopened in January 2018. The FAPRA award recognises Singtel for its use of innovative retail technologies to deliver an engaging and unique customer experience. Key features include the integration of online and in-store shopping carts, a WiFi-based intelligent queue system, 24/7 self-serve kiosks where customers can pick up SIM cards, instant purchases via automated checkout, as well as the use of crowd analytics to improve the customer experience, all firsts in Singapore’s retail industry.
The store recently introduced instant collection of online purchases from 24/7 POPStations which are dynamically replenished with best-selling devices.
In June 2019, Singtel unveiled a new retail experience with the launch of UNBOXED, an unmanned 24/7 pop-up store. UNBOXED features the convenience of digital technology in a friendly store environment – where customers can consult with a roving live bot, which is powered by facial recognition technology, to receive personalised recommendations, and sign up for mobile plans at video-assisted self-serve kiosks.
Yuen Kuan Moon, CEO, Consumer Singapore, Singtel
Our approach is to simplify the buying journey, allowing customers to switch seamlessly between online and offline touch points.
R Dhinakaran, President, Singapore Retailers Association
Successful retailers know that stores can no longer remain as purely transactional spaces, but must evolve to offer dynamic, experiential touch points that tightly integrate the physical and digital worlds.
