With state-of-the-art retail solutions that elevate the customer experience

Singapore, 15 January 2024 – Singtel today officially opened its new flagship store, Singtel Shop 313@Somerset. Located in the heart of Orchard Road, the 4,900 square foot space presents state-of-the-art retail solutions that elevate the experience of customers who can shop, create, and also be entertained.

Catering to both consumers and small businesses requiring mobile, broadband and cyber security solutions, service delivery processes have been streamlined by deploying the latest digital technologies that shorten waiting times and offer more customisation with predictive analytics. Complementing this are trained staff stationed throughout the store to provide onsite support.

There is even a livestreaming booth for content creators and entrepreneurs to unleash their creativity as well as spaces for our partner brands to engage and educate customers on their products and services. The new store is part of Singtel Singapore’s renewed commitment to enhance and improve the customer experience.

Mr Ng Tian Chong, Chief Executive Officer, Singtel Singapore, said, “Every aspect of this store is a reflection of our hyper-focus on customer-centricity because our customers are our top priority. In keeping with this focus, we’re using more technology tools like data analytics to help us better understand the needs of our customers because we want to deliver the right products and services to them in the most frictionless manner possible. We want everyone who visits our store to feel valued and empowered.”

To cater to younger audiences like millennials and Gen Zs, the new store will also feature the world’s first TikTok Creator House with a telco partner, where budding creators and small businesses can create video content for social media to build their audience. The store also features CASETiFY’s latest collection of sustainable yet protective phone cases and accessories, including limited-edition designs by Singaporean photographer Andy Yong - a first in Singapore. Fans of the brand can also create customised pieces within a day.

“We’ve reimagined the store for the younger demographic and growing community of digital natives – who can use the tools, products, and facilities on offer to express themselves creatively. For those making careers on social media, they can even build their brands or services here. When customers come to our store, it will not be just a shopping trip but an experience – a place where they can connect, collaborate and co-create,” said Ms Anna Yip, Deputy Chief Executive Officer, Singtel Singapore.

The launch of this flagship store is a significant milestone for Singtel, having been located at the Comcentre for the past 22 years. In a tribute to the previous store, several items were upcycled and reused, such as furniture in the customer service area. These and other environmentally-friendly features in the store, like energy-efficient fittings and recycling bins for the public to deposit their e-waste, demonstrate Singtel’s commitment to achieving net-zero emissions by 2045.

Elevating the customer experience

Getting served has been made even easier at the new Singtel Shop. Visitors can get a queue number by simply scanning a QR code. As they wait their turn, they can browse the e-catalogue and indicate which products and services they are interested in. This information is then channelled to Singtel staff to better understand the customers’ needs before meeting them, allowing for personalised discussions in an expedited manner.

The store has floor-to-ceiling curved LED screens that are used to create different moods depending on what products are being showcased at the time. The multi-purpose area in the middle of the store can be further configured to support product launches, keynotes, and even masterclasses for the public. Specially-trained staff are also onsite to assist users in understanding the complex technical features in smart devices such as the use of apps or the best functions to employ to take a photograph.

For business customers, a dedicated SMB service area has been set up, offering solutions like mobile, broadband, and cybersecurity to support their corporate needs. The Singtel flagship store has always been the only outlet to offer all business-related services in one place.

Visitors can expect several store opening promotions, such as a 24-hour 5G data pass and a free travel adapter for any new sign-ups or recontract for M plan and above. More details of the various promotions can be found in Annex B.

A hub for creativity

To support customers interested in producing their own content for social media, Singtel has partnered TikTok to set up the world’s first TikTok Creator House with a telco partner. This creator house is a professional soundproofed studio replete with 4K HD cameras, wireless microphones and custom-built production servers for users to produce expert-looking content. The facility is open to the public and booking information will be shared on Singtel’s website.

Delivering services sustainably

Singtel’s commitment to sustainability will be evidenced right across the store, from environmentally sustainable business practices to energy-efficient features and fittings.  

The measures include:

1. Converting fabric from the Comcentre retail store into 100% recyclable material that has been used to upholster furniture at the new store.
2. This material has also been used to also create batik-inspired uniforms for retail staff designed in collaboration with the Singapore Fashion Council and local design house, Nyana Nyana Eco Fashion. The uniforms are handwoven and printed with natural dye ink, reducing the use of machines and natural resources to produce them.
3. Floor tiles in the new store have been created using timber from the previous store.
4. Displaying prices using digital displays known as e-ink that can be easily updated – removing the use of more paper. Singtel is the only telco in Singapore to use e-ink displays in its stores.

Singtel also partnered with Grobrix to install a vertical farm at the store, as a reminder to visitors on the importance of sustainable eating. It will produce leafy vegetables like romaine and butter lettuce and be harvested every two weeks to be shared with charitable organisations.

To encourage the public to join in the sustainability efforts, two e-waste recycling bins have been set up outside the store for consumers to donate their unwanted electronic products, with a special slot for batteries. The donated products will be sent to ALBA and Engineering Good, the National Environment Agency’s and Singtel’s recycling partners respectively. Items donated to Engineering Good will be refurbished and distributed to low-income families and seniors.

To find out more about Singtel’s sustainability efforts, visit Singtel Sustainability.

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ANNEX A: PARTNER QUOTES

"We are thrilled to be working with a beloved brand like SingTel to bring our TikTok Creator House to life, a space where technology powers creativity, making video creation seamless. At the TikTok Creator House, we're looking forward to having local creators and businesses come together to create, to learn how to make engaging content and network with other like-minded creators here in Singapore."

Vanessa Brown, Head of Business Development APAC, TikTok

ANNEX B: STORE OPENING PROMOTIONS (15 – 26 JANUARY) *subject to availability

Welcome Chicha SanChen voucher for all walk-in visitors:

• 15% off for RED and Prestige members
• 10% off for non-members

Singtel Shop 313@Somerset
313 Orchard Road #03-31/36
313@Somerset
Singapore 238895

Book an appointment at 313@Somerset here.