Technology Singtel Omnichannel

Singtel credits online shopping hike to increased investment in its omnichannel experience


By Charlotte McEleny | Asia Editor

December 13, 2017 | 3 min read

Singtel has said it has increased its online transactions five-fold since 2012 and owes this to digitising its off and online customer experiences.


Singtel has invested in its omnichannel strategy

The Singaporean telecoms giant said it increased investment into digital innovation, with the main aim of creating a more seamless experience between its online and offline shopping environments.

The investment from the brand ranges from building stronger digital operations, helping customers to easily do stock checks, order online and collect in store and compare products, to more innovative ideas around virtual and live chats.

Gan Siok Hoon, vice president of retail and channel sales, consumer Singapore, Singtel, said that as well as the sales figures, the company was happy with its investment because it was starting to pick up awards that recognises its improved customer experience.

“We have integrated our online and offline touchpoints and enhanced our suite of omni-channel solutions to meet the changing needs of consumers. Our digital innovations have helped boost our productivity and garnered us some of the industry’s much coveted recognition. We are constantly exploring new solutions to better serve our customers and make it convenient for everyone to shop,” she said.

Singtel also highlighted a new digital system in store which lets users scan digital prices to add them to their basket. Store staff have also been equipped and trained on how to use tablet devices to help customers transact in-store, creating a workforce that epitomises the mobile economy within the physical shop too.

The news comes as Google and Temasek research into the Southeast Asian Internet economy reveals that the region is set to hit $50bn in 2017, outpacing earlier growth expectations by 35% and well on track to realising a $200bn internet economy by 2025. Business that have made the investment into a digital infrastructure early on will be able to reap such benefits earlier on and steal a march on those lagging.

Technology Singtel Omnichannel

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