FairPrice’s big bet on digitalising the grocery journey pays off

This post is sponsored by FairPrice.

With the pandemic not entirely in the rear-view mirror, the past few years have brought about a new set of challenges for FairPrice. 

To keep up with the constant supply chain disruptions, the rapidly growing demand for online groceries, and retaining FairPrice’s online market share from competitors, FairPrice revitalised its customer journey by placing the customers at the centre of it to engage current customers while attracting new customer segments. 

This laser-sharp focus led the brand to win six gold, one silver, and Overall eCommerce Marketplace/eRetailer at MARKETING-INTERACTIVE’s eCommerce Awards 2022; and brought about new and better ways of grocery shopping for every Singaporean.

What FairPrice did

Instead of launching only a one-off campaign, FairPrice, in partnership with Hogarth, committed to a long-term road map of different initiatives – all with the aim of bringing about a better way for Singaporeans to shop for groceries and meals to keep up with their changing needs.

Some of the initiatives included: 

1. Enabling a more seamless omni-channel experience for customers

Together with our creative partner Hogarth, we created a campaign to raise awareness of the revamped FairPrice app to communicate the ease of shopping. The app catered to consumers’ needs so they could focus on living life the way they want.

The key upgrades took into account changing behaviours across different online and offline channels, while enhancing the customer shopping experience. 

Shopping planning made easy

We created an even easier way to navigate shopping lists, with the ability to create personalised shopping lists that reference availability of stock in store. Repurchasing their favourites is even simpler than before – all in a click.

Fuss-free payments

No more fumbling for the right amount of cash, as our customers can go straight into payment using the app-and-earn loyalty points with every spend, seamlessly. For ever-busy Singaporeans, this also means they can skip payment queues using their scan and go on the app.

Rewards that keep giving

FairPrice rethought the way shoppers accumulated their loyalty points by integrating the Plus! app into the FairPrice app, so customers no longer require a minimum spend to earn Linkpoints. This enables them to maximise their savings even with smaller basket sizes, so that each shopping experience is a fuss-free and rewarding one. 

2. Innovating (and still innovating) FairPrice’s retail offering

As a social retailer to make life better for all, we enhanced our retail offering with new features, keeping in mind our vision to make “everything food made easy” to better cater to how our modern consumers shop for groceries now.

With new in-app features such as ratings and reviews, which make it easier to decide on their purchases; to our new recipes function that inspires new cooking ideas for all occasions; to improved data privacy measures; these new innovations have helped FairPrice digitalise its grocery journey into a seamless one. 

3. Strengthened FairPrice’s supply and distribution operations

FairPrice has stayed rooted to its founding social mission – to moderate the cost of living in Singapore by keeping the prices of essential items low. FairPrice aims to be the leading retailer that champions food security and accessibility for all Singaporeans by partnering with different partners such as Cainiao to strengthen its end-to-end logistics and supply chain.

As a strong digital shopping experience must be backed by strong logistical services in order to delight and fulfil promises to customers, FairPrice introduced the “fulfil from store” to cater to the growing online demand, and leveraged on its different brick-and-mortar stores to enhance its online delivery capacity. 

By placing the customers at the centre of everything it does, FairPrice is not only winning wallets and carts, but also the hearts of its shoppers.