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MEDIA & MARKETING | Staff Reporter, Singapore

Singtel's first unmanned pop-up store in Singapore wins at SBR Listed Companies Awards 2019

Singapore's largest mobile network operator won in the telecommunications category after launching UNBOXED last June.

The largest mobile network operator in Singapore set up a trailblazing unmanned pop-up store powered by the latest technologies, including a live bot, facial recognition and self-service kiosks that assist phone-buying customers.

Singapore Telecommunications Ltd won in the Telecommunications category of Singapore Business Review’s Listed Companies Awards 2019, which recognises innovative projects and best practices with significant business impact. In June, the telecommunications giant launched UNBOXED by Singtel, the first unmanned 24/7 pop-up store in the island.

Measuring 45 square meters when fully extended, the pop-up store is currently located at 20 Pickering Street at the Central Business District but designed to be modular and movable. This mobile pop-up can be easily transported and reconfigured to fit different spaces, reaching customers where they live, work and play. It also combines intelligent design and powerful technology to introduce customers to a new retail experience featuring the convenience of digital technology in a friendly store environment.

Customers who step inside the pop-up store will be greeted and assisted by a roving live bot, which uses facial recognition technology to provide a more personalised shopping experience. Live bots, which have been deployed at Singtel Shops starting in 2018, have been a hit amongst customers, whilst other technologies have been installed to create a more seamless customer experience.

The phone display area, for example, enables customers to lift up devices to touch and feel them, and compare them with other phones. The devices can then be purchased and collected in-store by scanning QR codes or via video-assisted self-service kiosks. Customers who need more information before finalising their mobile purchase can request assistance via real-time video chat.

The kiosks are equipped with facial recognition technology to welcome registered customers by name and provide personalised recommendations. Aside from purchasing phones, customers can use the kiosks to sign up, pay bills, replace SIM cards, and renew their mobile service contract.

After payment, customers can collect their purchases immediately at the in-store POPStation, the first with enhanced forecasting and replenishment capabilities that helps ensure best-selling models are always on stock. The POPStation and its dynamic prefilling feature is a product of Singtel’s partnership with SingPost.

Rounding out the pop-up store’s technological features include solar roof panels for hybrid power generation and unmanned sentinel store security. For the latter, Singtel tapped NCS to install multiple smart security systems around the store, including 15 Internet of Things sensors and 13 surveillance cameras, to monitor theft, burglary, vandalism, smoke, unattended baggage, overcrowding and other situations.

Singtel’s unmanned pop-up store builds on the digital transformation momentum across its physical retail stores, most notably in its flagship Comcentre store which now features an intelligent WiFi queuing system, as well as integrated online and in-store shopping carts. Singaporean customers have responded positively to their innovations to the traditional brick-and-mortar model as seen in flagship’s consistent 99% positive customer service rating.

The Listed Companies Awards, presented by Singapore Business Review, was held last 11 July 2019 at Conrad Centennial Singapore.

This year’s nominations were judged by a panel consisting of Henry Tan, Managing Director, NEXIA TS; Choo Eng Chuan, EY Asean Markets Leader and Partner, International and Corporate Tax Services, Ernst & Young Solutions LLP; Ng Jiak See, Executive Director, Head of Corporate Finance Advisory, Deloitte Singapore & Southeast Asia; and Toh Kim Teck, Assurance Partner, Foo Kon Tan LLP.

Check out the event photos during the awards night here.

If you would like to join the 2020 awards and be acclaimed for your company’s exceptional technology innovations, please email Eleonor Angeles at

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