Dtac Digi-Smart Tech Store, Bangkok

Echoing the showroom-style tech retail playgrounds of brands such as Samsung (see Tactics for Retailing Tech), Thai mobile communications brand Dtac has unveiled a Bangkok flagship. 

Located on the fourth floor of department store Siam Paragon, DInfinite – created in partnership with Bangkok-based design agency Whitespace – banks on an elevated service proposition and hands-on experiences.

• Speedy Queue: Skilled staff roam the store and there is no dedicated cash counter, meaning consultations and transactions can be processed anywhere. A smart queue management system, accessible through the retailer’s app, lets Dtac members queue exclusively online beforehand – with mobile notifications sent when they need to be in store.

• Interactive E-Brochure Wall: Customers can explore current promotions on a huge, interactive touchscreen that allows users to filter by specific areas of interest, with the displayed deals adapting in real-time to reflect customer requests. Products can also be held up to a QR scanner housed in the screen, with related information subsequently sent out via email or SMS.

• Knowledge Table: A screen-style table made up of tablets live-streams content from Dtac’s music and video apps. Customers can also use it to connect with online members of the Dtac ‘community service’ (sales support assistants).

• Smart Table: An additional table demos the latest mobile models, adjacent to a multimedia screen providing relevant product and phone plan information.

• Experience Corner: A multi-brand area showcases gadgets and accessories including drones, virtual reality headsets and fitness wearables. Echoing the Smart Table, all products are available for hands-on trialling.