Brunei Darussalam (30/03/2013) – Bruneians can look forward to added convenience with their various telecom needs served in one location. DST, the leading telecommunication provider in the country, officially opened their new Signature Store at the Airport Mall. At about 6,680 square feet, this is their first retail space that integrates the full portfolio of products and services in one location.
The opening ceremony was officiated by Deputy Minister of Finance Dato Paduka Hj Bahrin Abdullah, in his capacity as Chairman of DST, who was also present in DST’s brand launch in 2011 when they reorganised the different subsidiaries under one brand during the organisational brand exercise conducted by Consulus. As part of the project, Consulus also developed the retail strategy and store concept.
The signature store will encompass DST’s largest service centre in the country and a flexible retail space where launch events or workshops can be held. Kristal FM, DST’s radio station, also has a DJ studio within the shop where they hold regular live shows.
The info-communication industry is fast-changing, with new products, new platforms and applications launched to market almost every week. The main shop area is open with modular fixtures and digital signages, allowing DST to easily accommodate rapid change in the industry, a retail strategy new in the Brunei market.
The technology needs of each consumer is increasingly integrated; the customer who is looking for a new mobile phone may be the same person who subscribes to DST’s KristalAstro channels. However, consumers are also used to purchasing them in different channels and retail staff must be able to support the varied entry points of the customer.
“DST has always been driving change in the infocommunication arena, and this unified retail front is another step they’ve taken to evolve and provide for the needs of Bruneians. To complete the retail experience, DST also placed importance on the building of human capital, training staff to have the skills to guide customers to make right decisions between the different devices, platforms and apps,” Christina Tarigan, Senior Strategy Consultant at Consulus, said.