FairPrice elevates premium shopping experience at The Centrepoint

Bespoke service, indulgent offerings and curated products bring in more shoppers.

The recent asset enhancement works at The Centrepoint presented an opportunity for Singapore supermarket brand FairPrice to open a new flagship store for its FairPrice Finest brand of premium supermarkets at the refreshed mall, and bring the fine life closer to shoppers.

The new FairPrice Finest store showcases a purposefully-designed layout that combines a rustic gourmet market look and feel with clearly demarcated zones based on shoppers’ desires, encouraging discovery and drawing them into vibrantly coloured ‘indulgence zones’. Since its opening, the store has become a drawcard for the mall, pushing growth in transactions of 22 per cent from its opening in September through to December 2022.

Throughout the store, FairPrice Finest has also elevated the grocery shopping experience with unique partnerships, enhanced service levels and exclusive curated products.

Situated within the store is Singapore’s first speakeasy-inspired bar in a supermarket, ‘The Grocer Bar’, which invites shoppers to enjoy a tipple, choosing from fine wines and spirits off the retail shelves, and participate in wine tastings. It also has the first-ever spirits library in a supermarket brought by its partnership with renowned spirits brand Pernod Ricard.

Meanwhile, the deli section includes exclusive cheese brands and a charcuterie service where shoppers can curate their own platters. Each visit to the store is an opportunity for gourmet discoveries with a rotating set of pop-up experiences such as Honey World and Truffle Forest and exclusive products.

To top off this elevated shopping experience, a concierge within provides bespoke recommendations and curates personalised gift baskets for customers.

FairPrice’s shopper demographics are varied with a primary target of affluent residents, office workers, and secondary targets of tourists and weekend shoppers. The consistent factor across all audiences is that they are looking for a more experiential shopping destination than they would get at a ‘standard’ supermarket. As such, the assortment mix and shopping experience have been carefully designed to cater to the shopper demographics in the area.

Reviews on Google and Youtube have been very positive, with visitors calling the store ‘the most swanky FairPrice store’ and that customers will be ‘delighted’ by the additional services it provides.

FairPrice’s success in taking over the retail space has been recognised by the Retail Asia Awards, as the store bagged the Specialty Store of the Year - Singapore category win. The prestigious awards programme gathers the region's best retailers and recognises major breakthroughs, innovations, and key players in the Asia retail industry.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the retail industry, please contact Jane Patiag at [email protected].

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