NTUC FairPrice, a supermarket retailer in Singapore, has utilized IT services provider Cognizant for digital transformation.
Cognizant has re-engineered FairPrice’s business processes, and installed a digital e-commerce platform to provide better customer service across multiple touch points, enhancing customer satisfaction, loyalty and brand perception.
The main benefits to FairPrice include improvement in real-time product and inventory visibility, efficient retail management, and better understanding of customer preferences and purchase history.
The cross-channel integration has assisted FairPrice to roll out 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.
“Mobile and online retail is crucial to addressing expectations of today’s digitally-enabled shoppers, and digital technology has enormous potential to enhance their shopping experience,” said Seah Kian Peng, CEO of NTUC FairPrice.
NTUC FairPrice serves about 400,000 shoppers daily, with a network of over 120 outlets, comprising FairPrice supermarkets, FairPrice Finest and FairPriceXtra. Its convenience arm comprises a network of over 160 FairPrice Xpress and Cheers convenience stores, which serves over 100,000 customers daily.
Cognizant, as part of the digital deal, will support FairPrice to further strengthen its supply chain, site and store operations, marketing, and merchandizing to drive growth and differentiation. Cognizant is also creating a mobile channel for FairPrice to engage better with its existing customers and attract new ones.