“The future of retail is here and now. Our digital transformation integrates online and offline customer touch-points to deliver fresh and fuss-free buying experiences,” said Yuen Kuan Moon, CEO of Singtel’s Consumer Singapore group. The outlet, named Unboxed, “fulfills the needs of today’s consumer and provides a peek into the next-generation of retail: fast, instant, convenient and experiential”, he added.
Unboxed has a modular design that allows it to fit different spaces. Singtel has placed the shop in Singapore’s central business district for now but plans to move it to different new locations every few months.
This new self-serve concept allows customers to sign up for mobile plans; pay bills; top up prepaid cards; and collect replacement SIMs. They can also try out new phones, and pick up devices and accessories they purchase.