FAIRPRICE TAMPINES MALL |
Overview |
Since 1973, FairPrice has grown to become the leading supermarket retailer in Singapore with a network of about 180 stores island-wide. It aims to attract more families to shop at its supermarkets, by offering a unique shopping experience for both the young and old. After introducing a special 2% discount scheme for senior citizen shoppers on Tuesdays, which used to see slower customer traffic, it has become one of the busiest days for the supermarket retailer. FairPrice also won the most votes for the inaugural “My Best Loved Pro-Family Business Voting” contest. This reaffirms the company’s belief that Pro-Family is the way to go. |
Strategy |
Mission |
Fairprice has aligned its Pro-Family efforts with its corporate mission of helping moderate the cost of living in Singapore. The supermarket continues to offer quality products at the best value to reach out to all members of the family. It wants to encourage families to shop together as it offers an opportunity for them to spend more time with each other.
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Product & Service Mix |
To cater to the different needs of family members, Fairprice Tampines has a comprehensive product mix that includes “Baby Lane”, a one-stop lane in the mall where parents can conveniently choose their baby products. There is also an organic and healthy living corner to cater to the health conscious or elderly.
Fairprice’s integrated Purchasing Department and Marketing Department also introduce regular product offers that provide the best value for our family customers. |
Marketing & Promotions |
To encourage more families to shop at FairPrice, the supermarket tailors its weekly promotions with families in mind. For instance, families can enjoy great savings at our stores when they purchase products that come in family size packs.
FairPrice also launched its BabyPlus Club in mid-2002. Newborns from seven participating hospitals become FairPrice BabyPlus Club members for free. Members are presented with a special BirthRight Bag filled with baby and mother-care products. BabyPlus Club also conducts seminars and workshops for parents. |
Service |
Service Attitude |
To provide families with attentive service, FairPrice staff attend service excellence training at the FairPrice Training Institute, where training in handling families with kids, the elderly and handicapped customers are highlighted. |
Nurturing service care |
To nurture service care, FairPrice reaches out to family members of all ages. Parents of young children will benefit from “Baby Lane” where a large selection of child-care related products (ranging from formulated milk powder to diapers) can all be found in this particular aisle.
For senior citizens aged 60 years and above, they enjoy a special 2% discount whenever they make their purchases at FairPrice on Tuesdays. Introduced in 2002, this is to encourage senior citizens to shop with their family. Price cards have also been made bigger to increase readability for the elderly. |
Safety first |
FairPrice outlets are designed with child-friendly features that include fixtures with rounded edges and non-slip flooring. Staff are trained in safety and security procedures. |
Infrastructure |
Access & Layout |
FairPrice has designed wider aisles within the supermarket to allow easy maneuvering for the elderly, shoppers with prams and those who are wheelchair-bound. There is also a special wheelchair-friendly checkout counter with a wider lane. |
Facilities |
To ensure a safe and clean shopping experience for families, FairPrice’s flooring is non-slip and the supermarket floor is cleaned every half-hourly to ensure the floor is clean and dry at all times.
To improve the shopping experience for the elderly, FairPrice has bigger price cards to enhance readability and some food labels are in dual-languages to cater to non-English speaking customers. |
