SP Business School

Designing Business. Defining Tomorrow

School of Business

Designing Business. Defining Tomorrow

School of Business

Designing Business. Defining Tomorrow

The People Behind SPELL

Business Operation Team

The Business Operation Team (BOOT) consists a group of skilled individuals who aim to make everyone’s lives - both customer and staff - a little bit easier. They are responsible for the digital signage that is present in SPELL’s Changi Airport T3 outlet which is an interactive display that allows people to know more about SPELL at a touch of a button. Customers could also use its magic mirror function to mix and match Spell’s latest collection of clothing line.

The BOOT team’s main roles and responsibilities include the maintenance of all things digital in SPELL. They also must be adept with the ongoing operations around SPELL, all of its promotions and how the store works as a business. They are also responsible for organising the workflow of the staff and how every segment of SPELL operates in sync with each other.

Clockwise from bottom: Leo, Kai Boon, Shaun and Han Jing.

Customer Relations Management Team

One could say that the Customer Relations Management (CRM) team is the soothing voice of the business. The CRM team is mainly responsible for maintaining rapport with their customer base, answering queries and entertaining customer complaints and feedback. Essentially, their job is to make sure that the organisation carries out their value chain of their products as promised and engages mostly in after sales processes and in the augmented product section of SPELL’s product marketing mix.

The CRM team prioritises customer needs as ultimately, their goal is to build, maintain and retain customers at SPELL. Keeping in mind that 90% of sales come from retained customers, it is all the more important to maintain a good buyer-seller relationship with SPELL’s customers. To do this, the SPELL team uses technology to automate and organise their memberships with databases and software to key in sensitive customer details, after which they would send them newsletters to update customers on what is new in SPELL.

(From L to R) Simin, Terence and Michelle

Integrated Marketing Communications

The integrated marketing communications (IMC) team focuses on increasing sales in SPELL through print media. Today, marketing has become an essential function in every business. It brings in the traffic, builds the brand and gets people to know about it. The IMC team plans meticulously for promotions with promotional posters put up around campus and they also design collateral to better communicate who SPELL is.

With advancement in technology, there are also other marketing channels apart from just print media. An example is the digital signage outside SPELL. The IMC team is also in charge of updating the information and this provides a more interactive experience for customers. These are the people behind the photos that we see on SPELL’s social media platforms such as Facebook.

Photo flatlay of SPELL’s collaterals posted on Instagram

From L to R: Jeffrey, Lily, Nigel & Adrian

Inventory Management

The inventory management (IVM) team plays a crucial role in a business’ workflow. These are the people responsible for the efficient flow of physical stock of merchandise within the business in both the SPELL retail outlet in Changi Airport T3 and SPELL’s warehouse on campus off Dover Road.

The IVM team also uses an inventory management system technology called Symphony WMS to assist them in their duties and ensures that all the physical stock is accounted for at the start of the business day and at the end of the business day, when they close the store. Not only that, they also are responsible for processing the goods to be ready for sale in the physical store. To do this, they must first categorise the merchandise with barcodes. Each product has a specific Stock Keeping Unit (SKU) that they use to differentiate each products. The barcode consists of information regarding the product country origin, colour of the product, and sometimes the pattern or material of the product. Of course, a brief description about the product e.g. short sleeved top, midi skirt etc. Here’s something interesting about the products in SPELL - each and every item of merchandise is given a name!

(From L to R) Jonathan, Michael, Cherie and Edgar.

Inventory team handling the stocks in Spell’s warehouse.


The Merchandising (MER) team is essentially the face of the physical store. These girls are the people who, by applying what they learn in their merchandising class, think up new concepts for the store. Behind the positioning of each and every product lies a concept, which is why customers are attracted by the store’s visuals!

The MER team spends their time arranging and deciding which products to be displayed in SPELL. The store layout is changed and suited to every season, such as Christmas, Chinese New Year and even during GSS. Planning a store layout is not easy, the team has to be very meticulous and are always looking at it from the customers’ point of view – will customers get attracted? Will they be able to spot this Prestige product? Of course, with the guidance of their lecturer in charge, SPELL always ensures the best image is displayed to the shoppers of Changi Airport.

(From L to R) Audrey, Janessa, Stacey, Angelyn and Trisha.

Merchandising team planning the SPELL’s store layout and deciding on which products to put on display.

Public Relations

The SPELL Public Relations team plays a very important role in communications with the public, updating them on what is happening in our experiential learning facility while ensuring that SPELL is portrayed and perceived positively to the public. With new technologies and advances in media, plus a media savvy public, it is very important to maintain good public relations.

Singapore Polytechnic’s SPELL is the first and only off campus student-run authentic learning living laboratory that is run by entrepreneurs who are buzzing with creativity and innovation. There are always new developments and interesting stories in SPELL to talk about. The PR team’s work involves preparing write-ups, developing publicity collateral and liaison work. In doing so, the team publicizes SPELL’s work in order to develop and maintain good relations with the publics such as customers, industry partners, fellow students, SP staff and the media.

L to R: Nicholas, Trisha and Kenric

PR team in action – interviewing entrepreneurs


Sales is the ‘life blood’ of any business. No matter how great the product quality or customer service, a business would not effectively reach out to their customers without a strong and effective sales team.

SPELL’s sales team upholds selling value rather than price to customers. The people in the SPELL sales team constantly look out for opportunities to bring SPELL and Verve Avenue – SPELL’s in-house brand – to you. Our sales team analyse the previous sales volume and customer walk-in data and reports provided by our Kai Square Video Analytics System to determine sales targets.  If these sales targets are met, students on shift that day are rewarded, which motivates SPELL’s frontline sales staff. On top of that, the sales team are the people behind SPELL promotions. These not only serve to increase traffic volume, they allow customer an enjoyable shopping experience.

Clockwise from top left: Gordon, Fang Wei, Adrian, Desiree and Alyssa.

Desiree briefing her team regarding sales targets for Spell to meet.

Web & Social Media

The Web & Social Media (WSM) Team is in charge of its social media platforms like Facebook and Instagram. They communicate with the public – they post interesting news content about SPELL and then analyze its web traffic to determine the more popular posts. From there, they work hand in hand with other teams, such as the sales team and the integrated visual marketing team to come up with strategies to better increase the traffic flow to the website and social media platforms, gaining brand awareness and letting people know more about what SPELL is about.

There is so much to say about SPELL, as it is such a unique and one-of-a-kind retail shop run entirely by Singapore Polytechnic students. The team plays an important role to as an online information source, connecting with and arousing the public’s curiosity – wherever they are - and eventually leading them to the store!

(L to R): Denise, Jing Han and Aaron

WSM team keeping the Spell website up to date.


To complete the course and graduate, all students in the Entrepreneurship Option have to fulfil a certain number of learning hours in SPELL. As such, the Scheduling team members are the ones behind the scenes who plan everyone’s schedules and tabulate hours each student has clocked. Scheduling may seem like it is easy task, but that’s the furthest from the truth! Success all boils down to the nitty gritty details so the team has to be very meticulous in order to avoid any clash in schedule. On top of scheduling for the Entrepreneurship Option students, the scheduling team also manages the schedules of the year two Advanced Module (AM) students.

Scheduling is not a one-off thing. The team actually works daily. For instance, all students on duty on any given day have to take a picture of their time-cards and send these pictures to the scheduling team for them to tabulate hours.

(From L to R) Ruth, Emil and Maxine: The trio behind scheduling at SPELL.



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