• Revamped FairPrice Xtra hypermarket at Jurong Point looks to create carnival atmosphere to engage families and reorganises store layout into zones to cater to distinct consumer needs

SINGAPORE, 7 December 2017 – NTUC FairPrice (FairPrice) today marked the tenth anniversary of its hypermarket format – FairPrice Xtra – with the launch of a new experiential retail concept at its FairPrice Xtra hypermarket in Jurong Point shopping centre. Offering over 26,000 grocery and household products spread across 57,000 square feet of retail space, the new FairPrice Xtra hypermarket is designed to engage and entertain families in a carnival-like atmosphere with dedicated zones to cater to distinct consumer needs.

Mr Gerry Lee, Deputy CEO (Head of Channels), NTUC FairPrice said: “FairPrice takes another step forward in enhancing our brick-and-mortar stores, which will continue to play a key role in the future of the supermarket industry. This innovative retail hypermarket concept is designed with our shoppers in mind, where we provide a convenient one-stop retail space that is organised based on what they need – making it more convenient and intuitive for shoppers – while offering families an engaging environment to spend quality time together.” 

Zoning Based on Specific Needs

The revamped store will feature five distinct zones that group merchandise and activities based on specific shopper needs. This includes, “Parenting Zone”, “Health and Beauty Zone”, “Healthy Eating Zone”, “The Kitchen Zone” and “Total Home Solutions Zone”. This is a departure from a traditional supermarket that segments its retail space according to product categories.

With its family-oriented focus, the store’s “Parenting Zone” includes FairPrice’s largest range of over 1,250 baby and children related products including formula milk, diapers, toys and clothes. The zone also features a KidsMart interactive play area that includes miniaturized shelves and shopping trolleys for children to engage in imaginative play where they may shop for groceries while learning simple concepts such as managing their shopping budget and selecting items from a shopping list. There is also an event space for children to participate in fun interactive games. 

The “Health and Beauty Zone” features an integrated Unity pharmacy store and provides personal care, wellness, senior care and adult nutrition products. A licensed pharmacist is also available to provide consultations on medication. Various health related activities will also be held in this zone such as free blood pressure monitoring services. 

The “Healthy Eating Zone” will also see FairPrice’s largest range of over 2,190 organic, free-from, natural and low-GI and fresh produce. Set within the zone includes an event space where related activities such as healthy cooking demonstrations will be conducted.  

“The Kitchen Zone” includes an extensive range of cooked meats and seafood, ready-to-eat foods, and an in-store bakery by home-grown brand, Swee Heng. The “Total Home Solution Zone” features home cleaners, tools, household appliances, cookware, and an event space for product demonstrations.

Engaging Everyone in the Family

Beyond these zones, the store also features fun activities like claw machines, roving magicians, and live performances by musicians to create a lively carnival-like atmosphere to entertain and engage families.

Keeping in mind the needs of shoppers with limited mobility and elderly shoppers, adjustments have also been made for wider aisles and low shelves for easy access, while larger electronic shelf labels using e-ink for easy reading have been installed store-wide.

The FairPrice Xtra at Jurong Point is also Business for Families Mark certified store.  FairPrice Xtra is the first supermarket brand in Singapore to receive this certification by the Businesses for Families Council (BFC) in 2011. The certification recognises companies that have implemented initiatives to cater to the specific needs of families.

FairPrice Xtra@Jurong Point is located at 63 Jurong West Central 3, Jurong Point shopping centre, #03-01. The store operates 24 hours daily. 

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