SINGTEL STORE REVAMP

Singtel, Singapore’s largest retailer has been a client of ours since 2010. In 2015 they changed their corporate identity for the first time in sixteen years. The new brand positioning is a deliberate move to be perceived more as a service brand rather than a technology provider and has shifted its brand proposition from a tech product base to one of lifestyle services.

Entry is via a three-metre storytelling tunnel featuring floor-to-ceiling screens that use video to show how individuals and popular, innovative brands are using communications technology – immediately forefronting the company’s increased emphasis on personal stories and lifestyle relevance. Inside, a series of large headline story panels continues this approach, speaking to customers’ curiosity about others’ lives.

Kiosks with automated queuing software logs the arrival of customers, freeing them up to browse the store. The same kiosks are used to print barcoded tickets that can be used by customers to register their interest in products and accessories throughout the store – customer service representatives can review these prior to meeting with a customer.