Evolving Retail for

the Smart Consumer

Mr. Seah Kian Peng

CEO, NTUC Fairprice Co-Operative

First store opened in 1973 as NTUC Welcome Supermarket with 30 workers

Launched by the National Trades Union Congress amidst global oil crisis

Social Mission:

To moderate the cost of living in

Singapore

Our Heritage

Vision

To be Singapore's Leading World-Class Retailer with a Heart

Mission

To provide customers with the best value, quality products and excellent service,

be a preferred employer, to moderate the cost of living in Singapore, and serve

the needs of our members, the labour movement and the community.

Best Place to

Shop

Best Place to

Work

Best Corporate

Citizen

Our Vision and Mission

We operate:

• 116 Supermarkets

• 23 Finest Stores

• 7 Hypermarkets

• 1 Warehouse Club

• 160 Convenience Stores

• 62 Pharmacies

• and 1 Online Store

368Physical Store Points

FairPrice serves over 600,000 people in Singapore each day

>50%Share of Modern Trade

The Evolving Landscape in Retail

Rising inequality

and polarization

The Changing Face of Consumers

Segmentation

(Millennials, seniors,

young families)

Hyper-personalisation

“Everything, anywhere,

anytime, just for me”

Consumer Wallet Fragmentation

Modern

Gourmet

ValueWellness

Online

Non-Modern

The Technology Wildcard

Technology adoption presents a paradox of speed

Convergence of Offline and Online

Singapore’s Unique Challenge

Small & lack of scale -

Difficult to achieve economies of scale

High cost base –

Labour / rental costs

Our Customer-centric Transformation

Wheelchair-friendly accessibility at FairPrice supermarkets

Tailoring to Different Customer Segments

In-store senior-friendly features at FairPrice supermarkets

Tailoring to Different Customer Segments

Special discounts for seniors across formats

Tailoring to Different Customer Segments

Tailoring to Different Customer Segments

Kids’ play area at FairPrice Xtra

Celebrity family cooking activities at FairPrice Finest

Tailoring to Different Customer Segments

Annual and Sustainability Report 2017

Being a Responsible Retailer

FairPrice and the Sustainable Development Goals 2017

Being a Responsible Retailer

FairPrice - CSR Food Waste Reduction Campaign

Being a Responsible Retailer

Great Taste Less Waste initiative to reduce food waste

Being a Responsible Retailer

First supermarket retailer in Southeast Asia to attain

RSPO membership

Being a Responsible Retailer

Dedicated Bring Your Own Bag lanes

Being a Responsible Retailer

Enhancing Customer Experience Through Technology

First unmanned and cashless convenience store in Singapore

Unified self-checkout systemNext-gen vending machines for

Ready-To-Eat food

SCAN2GO Personal shopper system

1. Pick up Scanner 2. Scan products 3. Self-checkout

More service-oriented and productivity gains

Enhancing Customer Experience Through Technology

Developing Omni-channel Grocery Retailing

Enhanced fulfilment centreRe-launch online shopping portal and

mobile app

Brick and Mortar double up as

Click and Collect centres

Pilot automated and

refrigerated C&C lockers

Developing Omni-channel Grocery Retailing

FairPrice-ExxonMobil Strategic Alliance (2007)

Leveraging Strategic Alliances to Drive

Stronger Customer Value

SCORE Subscription Programme

(FairPrice-Grab)

Leveraging Strategic Alliances to Drive

Stronger Customer Value

Tesco finest* store-in-store retail experience

(FairPrice-Tesco)

Leveraging Strategic Alliances to Drive

Stronger Customer Value

Dave Lewis – Group CEO of Tesco

Dave Lewis – Group CEO of Tesco

FairPrice Share-A-Textbook, 1984

Here to Make Lives Better

FairPrice Absorbs GST, 1994, 2003, 2007

Retrieved from The Straits Times and NTUC ThisWeek, 2007

Here to Make Lives Better

FairPrice Share-A-Textbook, 2012

Here to Make Lives Better

Plant a Future for the Community, 2013

Here to Make Lives Better

FairPrice Walks With U, 2013

Here to Make Lives Better

FairPrice Volunteers Programme (Chinese New Year Celebration)

@ Ren Ci Nursing Home, 2015

Here to Make Lives Better

FairPrice Foundation donates S$1.2 million annually to the

FairPrice Food Voucher Scheme, 2016

Here to Make Lives Better

FairPrice Foundation launches S$1.5 million milk fund scheme, 2017

Here to Make Lives Better

FairPrice Foundation donates S$2.6 million annually to

NTUC U-Care Fund, 2017

Here to Make Lives Better

FairPrice Foundation commits S$14 million to FairPrice

FairMily Kit, 2017

Here to Make Lives Better

FairPrice Walk for Rice @ South East, 2017

Here to Make Lives Better

One FairPrice Family Initiative, 2018

Here to Make Lives Better

FairPrice’s Kampung Spirit, 2018

Here to Make Lives Better

Donated more than S$92 million to

over 240 charity and grassroots organisations

to do good since 2006.

Here to Make Lives Better

Here to Make Lives Better