Singtel Rollout Programme

Singtel’s retail network spans more than thirty-five locations across two operating formats: Singtel Stores and the Singtel Exclusive Retailer network. The stores have been developed over different periods, occupy widely varying footprints and serve different combinations of product discovery, sales and customer service. The rollout programme brings those locations into a common current retail standard, working progressively through live trading environments.

Store sizes range from compact neighbourhood locations to major flagships, creating very different requirements for planning, fixture capacity and service provision. The brief called for a retail framework that could scale across those conditions while preserving the same customer journey, fixture language and brand experience throughout the network.

Greater Group developed a format architecture based on store size and purpose, establishing six tiers from compact product-discovery locations through to full flagship environments. Each tier defines the appropriate combination of central tables, serving counters, trade-in facilities, self-service, partnership zones, experience areas and priority services. This gives every new or upgraded location a resolved starting point within the wider retail system.

For each site, Greater Group develops the format around the tenancy, coordinates visual merchandising and applies environmental graphics across the available surfaces. Modular fixtures allow components to be moved, recovered and redeployed between locations, supporting shorter installation programmes and more efficient use of the existing store kit. The same framework also supports partner-brand environments within the network, including Casetify locations at Jewel Changi Airport and Bugis Junction.

The programme now spans more than thirty-five locations across Singapore, from major destinations including ION Orchard, VivoCity, Raffles City and Plaza Singapura to neighbourhood and growth-area locations including Punggol Digital District, Tengah Plantation Plaza and Sengkang Grand Mall. Each store draws from the same component vocabulary, with fixture quantities, service capacity and experience zones scaled to the requirements of the site.

That structure gives Singtel a repeatable way to develop new stores and update existing ones across both corporate and dealer-operated locations. Compact stores use a focused selection of the same components found in larger formats, while flagship locations expand the system with greater service, experience and partnership capacity. The result is a network that can continue to evolve site by site through one established retail framework.