FairPrice Group takes home the Omnichannel Strategy of the Year - Singapore Award at Retail Asia Awards 2024

They transform the retail landscape by seamlessly blending physical and digital customer experiences for a new era of convenience and connection.

FairPrice Group (FPG) has clinched the prestigious Omnichannel Strategy of the Year - Singapore award at the Retail Asia Awards 2024. This accolade underscores FPG’s dedication to reshaping Singapore’s retail landscape by blending physical and digital customer experiences. 

In an era where more than 60% of shoppers engage in both online and offline purchases, FPG has strategically positioned itself as Singapore's ultimate omnichannel retailer. With an innovative approach to retail, the Group caters to more than 1.5 million digitally connected customers across various platforms, offering a unified shopping journey that aligns with the modern consumer's demands for flexibility and convenience. 

FairPrice Group's pioneering omnichannel strategy has spurred several significant innovations, particularly in grocery shopping. Notably, the introduction of Digital Store Weekly Ads in the FPG App has transformed traditional print advertisements into an interactive digital experience, allowing customers to add promotional items directly to their shopping cart. Since its launch in 2023, this feature has significantly boosted user engagement, and provided FPG with valuable insights for enhancing the online shopping experience.

Another notable advancement is the reinvention of the brick and mortar checkout process. Its stores not only feature self-checkout stations that fully support cashless and cardless payments, including through the FPG App. Customers can bypass queues entirely by using the app-enabled Scan & Go service, where customers can scan and pay for products as they shop. This streamlined transaction process integrates seamlessly with FPG’s leading loyalty programme Link, allowing customers to effortlessly earn and track their LinkPoints through the app. On 1 June 2024, FPG also introduced Link+, a new initiative under the Link Rewards programme that provides customers who achieve Link+ status with unique monthly benefits via the FPG app.

In 2023, FairPrice Online’ enhanced its same and next-day delivery options, ensuring a smoother shopping experience. The platform not only offers an extensive range of groceries, but also features items from third-party marketplace sellers, expanding the variety of goods available to consumers. 

FPG’s innovative digital transformation extends beyond its grocery business to other formats, including Food Services. In 2023, FPG transitioned the use of its popular physical Kopitiam Card to the FPG app, offering Kopitiam customers more payment options, whilst retaining the 10% discount. With the transition, customers are also now able to offset their Kopitiam purchases with LinkPoints through the app, delivering a holistic omnichannel experience across the FPG ecosystem and attracting 400,000 new digitally connected customers. 

The FPG App is designed to facilitate an end-to-end shopping journey that is both effortless and seamless. Features such as in-store item availability checks, easy repurchasing of favourite items, and festive item pre-ordering enhance customer convenience. The app’s integration with Trust Bank allows customers to earn additional LinkPoints and access exclusive offers, further enriching the shopping experience. 

With over 2.5 million downloads since its launch in 2017, the FPG App has become a pivotal tool in FPG's strategy. It stands as the first in Southeast Asia to offer hyper-personalised, AI-powered omnichannel recommendations, delivering engaging experiences to customers. 

FPG’s victory at the Retail Asia Awards 2024 is a testament to its visionary leadership and innovative strategies that have set new standards in the retail industry. By seamlessly integrating multiple channels, FPG has not only elevated the shopping experience but also cemented its position as Singapore’s leading omnichannel retailer. 

In the years to come, FPG will remain committed to delivering value to its customers and the partners it works with. Through close collaboration with its partners and suppliers, FPG will continue to create experiences that captivate and excite customers to stay ahead of rapidly evolving consumer needs and preferences.

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 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].