Every great shopping experience starts with a person. On 14 and 15 October 2026, the Singapore Retailers Association (SRA) brought Singapore’s retail community together at Nanyang Polytechnic Auditorium to celebrate those people at the Excellent Service Award (EXSA) 2026 Presentation Ceremony.
Across four sessions over two days, 5,039 retail professionals were recognised for the care, commitment and pride they bring to serving customers:
- ⭐ 1,027 Star Award recipients
- 🥇 1,738 Gold Award recipients
- 🥈 2,274 Silver Award recipients
Behind every award is a story: a customer who walked away happier, a problem solved with patience, a teammate who was guided and inspired. EXSA exists to make sure those moments are seen.
A Warm Welcome
SRA was honoured to welcome Ms Low Yen Ling, Senior Minister of State, Ministry of Energy, Trade and Industry and Ministry of Culture, Community and Youth, as Guest-of-Honour for the first session on 14 October. Thank you, SMS Low, for celebrating our service professionals and their contributions to Singapore’s retail sector.
Our thanks also go to Mr Ernie Koh, President, Singapore Retailers Association, and SRA Council Members Mr Jason Lee, Founder and CEO, Scent by SIX; Mr Naresh Kalani, Managing Director, Guardian; and Mr Ng Whye Keong, Group Director, Pet Lovers Centre, who opened each session with a welcome address.
Meet Our Service SuperStars
The EXSA 2026 (Retail) Service SuperStar Award recognises the role models of retail service: individuals who consistently go the extra mile for customers and lift up the people around them.
Service SuperStar Award Winners
Service SuperStar Award Runner-up
Their stories show that memorable service goes far beyond a transaction. It takes empathy, initiative, good judgement and the ownership to make things right for every customer.
Recognising the People Behind the Scenes
Great service is not built at the counter alone. It also depends on leaders who grow strong teams, improve the way businesses run and bring fresh ideas to life. To recognise these contributions, SRA introduced three new Champion Awards at EXSA 2026.
Retail Impact Champion
The Retail Impact Champion recognises individuals who turn ideas into practical improvements that create meaningful customer or business impact.
Amanda led Yue Hwa’s Customer Engagement and Member Analytics framework, helping the heritage retailer move from broad outreach to data-informed engagement. She introduced service SOPs, analytics dashboards and member segmentation through HubSpot CRM, and trained frontline teams across all Yue Hwa Singapore stores.
People & Performance Champion
The People & Performance Champion celebrates leaders who develop their people, strengthen teams and create an environment where both employees and the business can perform at their best.
Hi Man oversees Love, Bonito’s seven Singapore stores and more than 200 retail employees. Facing manpower shortages and high turnover, she took a hands-on approach: reviewing manpower deployment, supporting Store Managers and strengthening communication between stores and HQ. The result was a clear improvement in staff retention, while keeping the customer experience consistent across stores.
Transformation Champion
The Transformation Champion recognises leaders who make a lasting difference through innovation, technology and new ways of working.
Geraldine led the transformation of PRISM+’s stores from largely transactional spaces into experience-led brand destinations. She relaunched stores around real household scenarios, opened PRISM+’s largest experiential pop-up, and introduced Apex, a growth and recognition programme for frontline Home Consultants, delivering measurable impact on sales and customer engagement.
Together, these awards reflect how service excellence is evolving. It is not only about what happens at the customer touchpoint, but also about the leadership and transformation behind the scenes that make great service happen, day after day.
Investing in Tomorrow’s Retail Workforce
During the first session, the Skills and Workforce Development Agency (SWDA) presented the Workforce Transformation Award for Retail 2026 to OSIM International Pte Ltd. The award was presented by Mr Terence Ong, Director, Trade and Lifestyle Division, SWDA.
The award recognises companies that redesign jobs and train their people, enabling employees to take on enhanced roles and build new capabilities as the business evolves. Congratulations to the OSIM team for showing how service excellence and workforce transformation go hand in hand.
More Moments
More Than an Award
EXSA is also about building a community of service professionals who keep learning and growing together. Looking ahead, SRA will continue to grow the EXSA community, with more ways for recipients to learn, connect and develop beyond the annual awards through training, mentorship, learning journeys and other engagement opportunities.
Could Your Service Stars Be Next?
Every retailer has people who make a customer’s day. EXSA 2027 is your chance to give them the recognition they deserve. Start spotting your service stars now, and look out for nominations opening in January 2027.
Companies keen to nominate may contact us directly at [email protected] or [email protected].
Thank You to Our Participating Companies
EXSA 2026 was made possible by the many retailers who nominated their people and celebrated alongside them. Thank you for investing in service excellence across your teams.
A big thank you to all our participating companies, award recipients, SRA Council Members, industry partners and everyone who helped make EXSA 2026 such a meaningful celebration.
Congratulations once again to every EXSA 2026 award recipient. Your passion and professionalism continue to raise the bar for Singapore retail, and we can’t wait to celebrate even more service stars at EXSA 2027!
Interested in EXSA 2027?
Leave your details and we'll be in touch when nominations open in January 2027.