Making Every Good Count

FairPrice launches Click&Collect service to provide greater convenience for online shoppers

Published on
03 September 2014

NTUC FairPrice is the first supermarket retailer in Singapore to introduce the Click&Collect service

FairPrice revamps online sales portal for better user experience following increase in demand

Singapore, 3 September 2014 – NTUC FairPrice (FairPrice) will provide greater convenience to customers with the introduction of Click&Collect, an extension of FairPrice’s online store. FairPrice is the first supermarket retailer in Singapore to implement this system, which has been growing in popularity in Europe and USA. Recognising that technology is an enabler in improving both productivity and enhancing service standards for the convenience of customers, Click&Collect was launched to provide customers with an alternative delivery option while shopping for groceries online.

With the Click&Collect service, time-stretched customers can order their items online and have the option of collecting their purchased items at preferred store locations at a convenient date and time, saving them the hassle of having to shop for groceries, especially during peak periods. Online shoppers will also be able to save personal shopping lists of items which they regularly purchase, allowing them to easily re-order items online and check-out faster.

Speaking at the launch of Click&Collect at FairPrice Finest at Zhongshan Park, Mr Seah Kian Peng, Chief Executive Officer, NTUC FairPrice, said, “As one of the largest retailers in Singapore, we recognise and understand the evolving needs of customers when it comes to grocery shopping. This innovative service will not only cater to customers who may be time-stretched, juggling work and family commitments, but also to those who are looking for convenient ways to purchase their daily necessities. Demand for purchases through our FairPrice Online store has been on the increase and we wanted to further extend the convenience to shoppers by providing an alternative for customers who might not have anyone at home to receive their orders. Click&Collect empowers them with the option to collect the items from a store to suit their agenda such as on their way home from work or at a time that best complements their personal schedule.”

Click&Collect was piloted at two FairPrice Xpress stores located at Esso Service Stations in August, and has since expanded to include five additional FairPrice and FairPrice Finest stores. Customers can place their orders for their groceries up to seven working days in advance. This service is available at a nominal fee of about $3, lower than the home delivery fee of around $7 charged for purchases $60 and above.

FairPrice targets to expand Click&Collect to 20 stores by the third quarter of next year.

Newly Revamped Shopping Portal

The FairPrice Online portal, launched over 10 years ago, was also recently revamped with a refreshing new look in August. The new portal integrates its popular “What’s Up At FairPrice” microsite that captures the latest deals and promotions and features  enhanced search and browsing functions that allow customers to filter products with specific attributes like “Halal”, “Trans-fat free” and by specific brands. Online shoppers are also able to view their previous order and save up to five customisable shopping lists to help them save time by keeping a record of their favourite or regular purchases. FairPrice Online registered a year-on-year growth of 15 per cent in sales for the first half of this year.

Innovative and Progressive Retailer

As a progressive and innovative retailer, NTUC FairPrice constantly seeks to cater to diverse customer needs through adoption of multi-retail formats and introduction of technologies to provide greater convenience to customers. In 2011, FairPrice introduced the Electronic Shelf Labeling (ESL) system, Self Checkout system and self-weighing machines to offer greater convenience to customers and increase productivity. This was soon followed by contactless payment in 2013 and SCAN2GO technology in February 2014. FairPrice also continues to engage customers through online portals, social media platforms and mobile apps.


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