Singapore retailer scripts digital transformation story

MUMBAI, INDIA: NTUC FairPrice (FairPrice), a supermarket retailer in Singapore, which recently underwent digital transformation, is now witnessing its benefits.

The digital transformation program has enabled FairPrice to improve real-time product and inventory visibility, make retail management more efficient, and gain better understanding of customer preferences and purchase history.

As a result of cross-channel integration, the retailer has been able to rollout innovative services for shoppers, including its Click&Collect online delivery service—the option to buy online and pick up the purchase from a store, a first in Singapore.

With insights into customer and staff behavior, FairPrice can further strengthen its supply chain, site and store operations, marketing, and merchandising to drive growth and differentiation.

Helping the retailer in this endeavor, is business and technology consulting firm Cognizant, which re-engineered FairPrice’s business processes, and implemented a digital e-commerce platform to provide integrated, consistent and personalized customer service across multiple touch points, enhancing customer satisfaction, loyalty and brand perception.

Cognizant is also creating a mobile channel for FairPrice to engage better with its existing customers and attract new ones.

“Mobile and online retail is crucial to addressing heightened expectations of today’s digitally-enabled shoppers, and digital technology has enormous potential to enhance their shopping experience,” said Seah Kian Peng, CEO, NTUC FairPrice.

“This digital transformation program underscores our commitment to our customers and represents a strategic advantage in that we can now leverage inventory across multiple locations and streamline fulfillment processes to not just delight our customers, but also increase sales and reduce operational costs. Cognizant’s experience and capabilities have complemented our digital commerce vision and helped to reinforce our reputation as a retailer with a heart,” he added.

Jayajyoti Sengupta, Vice President and Head of APAC, Cognizant, stated, “This digital initiative is a trend-setter in the region for customer-focused transformation. A single view of the customer, sales and inventory will enable FairPrice to rise to the needs of the next generation of shoppers and define innovative models.”