SingPost brings service closer to commuters

It plans to expand its service touch points. 

Singapore Post Ltd. (SingPost) plans to expand its e-commerce touchpoints in both urban and heartland areas as it integrates logistical services into customers' daily routines.

This year, SingPost launched its standalone POPStop, a shipping and return drop-off service, at Tampines MRT station. It has also deployed Mail Ambassadors to collect postal items at Tampines and Raffles Place MRT stations.

“We are strategically locating our service points in the heartlands and close to main transportation nodes to serve the needs of the community,” Shahrin Abdol Salam, CEO at SingPost's Singapore business, told Singapore Business Review.

“Together with Stellar Lifestyle, the business arm of SMRT, we aim to continue bringing convenience to commuters through the integration of e-commerce services into daily commutes, at key transportation nodes across Singapore,” he added.

Shahrin said they started the two initiatives to better integrate SingPost’s postal and e-commerce systems. “By leveraging our transportation infrastructure and strategically placing e-commerce touchpoints, we aim to streamline operations and elevate service delivery.”

Since its implementation in March and June this year, respectively, POPStop@Tampines and the postal collection via SMRT Trains have “significantly improved” SingPost delivery services.

“The integration of postal collection via SMRT trains has enhanced our logistics network, while our extended collaboration with Stellar Lifestyle strategically places our service points at key transportation hubs across Singapore,” Shahrin said.

“The accessibility of the rail network allows us to bring our services closer to the community, seamlessly integrating them into their daily routines,” he added.

Apart from POPStop, SingPost has other collection services such as POPDrop, a self-service box solution for deliveries and returns, and POPStations, which uses a locker system.

To date, its locker network has reached more than 300 condominiums in 100 locations in Singapore, the company said.
SingPost is not only expanding the reach of its collection services but is also enhancing them by using artificial intelligence (AI) to improve service delivery and operational efficiency.

At POPStop@Tampines, for example, SingPost piloted a generative AI-powered digital assistant that answers customer inquiries, print labels, and dispense postage stamps, allowing agents at the post to concentrate on more complex matters.

“AI plays a pivotal role in our strategy. For instance, AI-powered chatbots and virtual assistants engage with customers by addressing inquiries and providing real-time updates on deliveries,” Shahrin said.

“Additionally, machine learning algorithms analyse customer behaviour to offer tailored recommendations and promotions, enhancing satisfaction and loyalty.”

In line with its digitalisation efforts, SingPost also introduced a “Future of Work" programme for employees and customers. Part of the programme is the Future of Work Academy, where SingPost workers learn digital and leadership skills.

SingPost has improved sustainability, having converted 37% of its delivery fleet to electric vehicles (EV). It expects to fully use EVs by 2026.

“Our strategic transformation efforts aim to expand SingPost's logistics network to meet the competitive demands of e-commerce, while maintaining our commitment to sustainability and technological advancements,” Shahrin said.