Singapore Telecommunications Ltd wins two awards at Retail Asia Awards 2026

Singtel was recognised for its successful integration of live commerce and experiential retail at its flagship store.

Singapore Telecommunications Ltd (Singtel) won Collaboration Store of the Year - Singapore and In-store Campaign of the Year - Singapore in the Retail Asia Awards 2026. The company earned accolades for two distinct activations at its 313@somerset flagship store, transforming traditional retail into interactive, omnichannel experiences.

The first winning entry, the Singtel Christmas Livestream Marathon & SME Showcase, combined physical retail with TikTok livestream commerce to support local businesses. During the festive period, Singtel provided SMEs greater visibility and digital capabilities. The campaign featured three TikTok LIVE sessions that integrated product storytelling and limited-time offers, selling over 200 units of products, reaching more than 18,000 viewers and recording over 140,000 likes.

The second entry, Reimagining Retail Launches: First 2-Day iPhone 17 Carnival Experience, brought excitement to in-store retail. Singtel turned its flagship store at 313@somerset into a carnival for the iPhone 17 debut, featuring modular spatial designs, dynamic LED infrastructure, live demonstrations, and interactive experiences.

As part of the carnival, Singtel partnered with local brands like Mdm Ling Bakery to delight customers by allowing them to browse and buy local products whilst waiting. Singtel also hosted livestream sessions for these brands, enabling online audiences to shop in real time. These sessions attracted about 8,000 unique viewers and over 70,000 likes, contributing to a notable year-on-year rise in iPhone accessory sales.

The Retail Asia Awards recognise excellence, innovation, and leadership across the Asia Pacific retail industry, serving as a benchmark for companies and individuals shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].