FairPrice Xpress

Double the size of a conventional petrol mart,

FairPrice Xpress stores offer customers a wide
product range, competitive pricing and 24-hour
shopping convenience.
Cheers
Cheers, a home grown chain of 24-hour
convenience stores caters to a diverse group of
customers from different walks of life including the
young and trendy.
FairPrice Online
FairPrice Online is a virtual supermarket that
enables customers to shop from home, and have
their grocery shopping delivered to their doorstep
- a hassle-free shopping experience.
In 1985, NTUC FairPrice introduced its line of
house brand products which promise to provide
quality products at great value to customers.

MARKET
NTUC FairPrice is Singapores largest supermarket chain catering to the needs of more than
300,000 customers everyday. The company
is a co-operative of the National Trades Union
Congress or NTUC which has a network of
over 240 retail outlets including FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, FairPrice
Xpress and Cheers convenience stores. FairPrice
also owns a Fresh Food Distribution Centre and
a centralised warehousing and distribution company.
Since its inception 30 years ago, NTUC
FairPrice has been guided by its social mission
to help moderate Singapores cost of living by
making essential everyday items affordable
to everyone, everywhere. The group stays
attuned to the changing needs of its customers by
constantly listening to, engaging and connecting
to customers through face to face interactions,
focus groups, independent research and social
media.
Today, the social mission of NTUC FairPrice
has taken on a new goal of making the dream of
living well accessible to everyone by moderating
the costs of the good life.

RECENT DEVELOPMENTS
In 2009, FairPrice launched close to 10 new
supermarkets and increased the number of 24hour stores for the overall convenience of its
customers all over Singapore.
FairPrice also upgraded its warehousing
and distribution capabilities by implementing an
Automated Sortation and Conveyor System which
has increased the centres productivity levels and
lightened the work load of its staff.
To better serve the needs of Muslim customers, FairPrice launched a partnership programme
with Pergas Halbiz Consultancy to facilitate
the certification of more Halal corners within its
network.

from the Readers Digest, the National Customer

Satisfaction Index of Singapore (CSIG 2009),
Retail Asia Pacific Top 500, Singapore Compact,
the Agri-Food and Veterinary Authority (AVA), the
National Excellence Service Award (EXSA) 2009
and the Singapore Compact CSR Summit 2009.

ACHIEVEMENTS
NTUC FairPrice has been a recipient of numerous awards in its corporate history, having won
many repeat awards for food safety, product
quality, service and its commitment towards
corporate social responsibility. Among the many
accolades received, is its Superbrands status
since 2002.
As a market leader, NTUC FairPrice was the
first retailer in Singapore to implement bar-coding at check-out counters in 1991 to improve
productivity and customer convenience. In 2003,
the group became the first Singapore retailer to
build, own and manage a Fresh Food Distribution
Centre to guarantee fresh produce at its supermarket chains. An Automated Sortation and
Conveyor System was further introduced at their
warehouse and distribution centre - a first for
the retail industry in ASEAN. The system has
increased distribution levels by 50 percent and
doubled the daily handling volume of grocery
items. As part of its green efforts, NTUC FairPrice
launched Singapores first eco-friendly supermarket at City Square Mall in 2009.
In 2009 alone, NTUC FairPrice was a
recipient of various awards. These include awards

SUPERBRANDS VOLUME V

HISTORY

in 2006, with the opening of the first FairPrice Xtra

at Ang Mo Kio Hub. FairPrice Xtra was designed
to offer a family-oriented shopping destination,
with a more comprehensive selection of products
than the normal FairPrice supermarket. In 2007,
the group also introduced its first up-market
supermarket retail format, FairPrice Finest, in
Bukit Timah Plaza.

NTUC FairPrice was founded in 1973 by the

National Trades Union Congress, when the first
NTUC Welcome supermarket was opened in
Toa Payoh. The supermarket was started to help
stabilise living costs and to prevent profiteering in
light of the global oil crisis that raised food prices.
To remain more competitive, NTUC Welcome and
Singapore Employees Co-operative (SEC) merged
to form the NTUC FairPrice Co-operative Ltd.

Today, NTUC FairPrice has a network of over

240 retail outlets and presence in most townships
to meet the many needs of Singapores consumers.

In 1988, to further improve distribution and

efficiency, NTUC FairPrice took ownership of its
warehouse and distribution company. By 2003,
the group opened a 13,000 square metre Fresh
Food Distribution Centre to centralise the distribution of fresh and chilled products to all its
outlets.

Targeted at the everyday consumer, over 90

stores are conveniently located island-wide to
ensure that quality and value for all essential
needs are accessible to all.

That same year, NTUC FairPrice formed an

alliance with ExxonMobil Asia Pacific to convert
all Esso and Mobil service stations in Singapore
to FairPrice Xpress or Cheers convenience stores.
The conversion plan began in 2005 and was
completed in 2007, bringing the same FairPrice
promise and service excellence to motorists.
A new hypermart retail format was introduced

In 2009, NTUC FairPrice further cemented

its green efforts by launching Singapores first
eco-friendly supermarket at City Square Mall.
Designed with the principles to reduce, reuse and
recycle in mind, the FairPrice supermarket showcases some of the latest eco-friendly solutions in
grocery retailing.
That same year, FairPrice Online was revamped to enhance the overall customer
experience and enable better user navigation.
Systems were implemented to ensure customers
get speedy responses on their orders.
FairPrice also launched its first online
campaign on Facebook - Thats My FairPrice in
2009, which acquired a strong fan base of over

1,000 within three hours after the launch. The

initiative garnered over 20,000 subscribers in six
months.

PROMOTION
NTUC FairPrice has introduced a number of
signature programmes to make essential items
affordable for all its customers. These include:
Everyday Low Price Items
FairPrice maintains a basket of 400 essential
items that are competitively priced. At least 90%
of Everyday Low Price items are priced lower or
the same as other retailers.
LinkPoints and Rebates
Customers can use their accumulated LinkPoints to offset their purchases instantly at
FairPrice stores. Every year, more than 500,000
FairPrice members will also get attractive rebates
for their purchases.
Rewards for Senior Citizens
Since 2002, FairPrice has been extending a
2% discount to senior shoppers aged 60 years
and above when they shop at FairPrice on Tuesdays. On average, about 40,000 senior citizens
enjoy these discounts every Tuesday at FairPrice.
FairPrice House Brand Products

PRODUCT
FairPrice has multiple retail formats to serve
customers from all walks of life. These include:
FairPrice Supermarkets

FairPrice Finest
Offering a wider product assortment and
value-added services, FairPrice Finest aims to
bring the fine life close to shoppers at prices that
are fair and affordable.
FairPrice Xtra
FairPrice Xtra hypermarkets provide a wide
variety of products and services, including a wide
range of electronic products, and casual and
basic wear.

national brands. The lowest priced in their respective product categories, these items are identified
by a yellow dot on point-of-sales materials at
FairPrice stores.

FairPrice house brand products were

introduced since 1985 to offer better value and
savings to customers. Today, FairPrice sub-brands
continue to provide quality products at great
value to all customers. In 2008, Pasar Organic
was added to the range to offer truly organic
produce at affordable prices.
Stretch Your Dollar Programme
In view of rising inflation, FairPrice
launched the Stretch Your Dollar Programme in
December 2007 with a 5% discount on 500
essential FairPrice house brand products, and
eight tips on stretching the grocery dollar. The
scheme was very well received and was extended
several times till December 2009.
Yellow Dot Items
To help customers stretch their dollar
further, FairPrice introduced some 200 Yellow Dot
basic items that are 20% to 25% cheaper than top

BRAND VALUES
NTUC FairpPrice has a vision to be
Singapores Leading World-Class Retailer with a
Heart. It endeavours to provide customers with
the best value, quality products and excellent
service. With the core values of customer focus,
professionalism and teamwork, FairPrice aims to
be the best place to shop, the best place to work,
and the best corporate citizen.
NTUC FairPrices stand on CSR advocacy
is seen in its many charitable and green efforts.
From as early as 1983, the group launched the
FairPrice Used Textbook Project which, to date,
has collected over 1.8 million textbooks from
donations. When the NTUC FairPrice Foundation
was launched in March 2008, NTUC FairPrice
committed to donate $50 million to the foundation
by 2018 to help the needy. FairPrice Foundation is
completely funded by NTUC FairPrice.
In 2007, NTUC FairPrice launched the
FairPrice Green Rewards initiative, which gives
10 cents rebates for every $10 spent to customers who bring their own reusable grocery bags. To
date, over $600,000 in green rebates have been
given out.

www.fairprice.com.sg
THINGS YOU DIDNT KNOW ABOUT
FAIRPRICE

FairPrice is the only supermarket with a

social mission to moderate the cost of
living in Singapore.

FairPrice has a membership base of over

half a million.

FairPrice targets to donate $50 million

to the NTUC FairPrice Foundation in
2018.

SINGAPORES STRONGEST BRANDS