SingTel goes tactile with Teleshop launch

According to Ooi Lay Yong, vice-president of sales for SingTel Consumer Business Group, the Teleshop brand will co-exist with SingTel's hello! concept stores, but will hone in on sales and products. "Hello! is a one-stop-shop and much bigger than Teleshop," said Ooi. "Tele-shop is a different approach, much more focused on sales of services and products. SingTel is redoing the whole concept of retail customer experience for telecommunications." Ooi said that while both retail outlets would offer customers the opportunity to engage with the products, Teleshops would focus on a more interactive experience. Customers are greeted by staff immediately upon entering the shop, and there are almost no physical barriers between customers and the products. Dummy handsets are displayed throughout the store, attached to open shelving, allowing customers the chance to touch them without the assistance of a staff person. Ooi said the approach was deliberate, designed to increase the level of interactivity. The Teleshop is being touted by SingTel as the first in Asia with a touchscreen video system, to allow customers to try various features of 3G technology (video streaming, video telephony and high-speed data capabilities). In addition, customers can test actual features of various brands of handsets on the touch-screen. "Our salespeople are a very crucial element of the experience," explained Ooi. "A lot goes into training, which is important because new products come out so often. The interactive tool helps explain all the features and the salesperson doesn't have to hold all the information in their head. Our staff should help educate the customers about our services." While both hello! and Teleshop stores will offer products and services, hello! shops will continue to be the hub for customer services, including updating of account information. Currently, there are 10 hello! shops in Singapore. SingTel expects to roll out additional Teleshops in a few months, but would not disclose a timetable or locations.