After taking the lead in launching its Facebook page in 2009, NTUC FairPrice (“FairPrice”) is again setting a new benchmark in connecting with customers through the use of digital media. The first app of its kind in Singapore, the My FairPrice app is now available on iTunes app store and is currently the number 1 free application in the “Lifestyle category” with over 25,000 downloads. It is also one of the top 5 most downloaded free applications on the app store.
This latest iPhone app from NTUC FairPrice’s makes it easier than ever for grocery shoppers to plan their shopping even before stepping into the supermarket. The My FairPrice app promptly provides money-saving tips and weekly promotional information at FairPrice’s network of over 100 supermarkets, FairPrice Finest outlets and FairPrice Xtra hypermarkets to help customers keep within their grocery shopping budget. It also provides customers with convenience at their fingertips, allowing them to create multiple shopping lists and even search for the nearest FairPrice store in their vicinity.
Christina Lim, Director, Brand & Marketing, NTUC FairPrice said: “With Singaporeans becoming increasingly stretched for time, we wanted to look at new ways to help them better utilise the limited time they have for grocery shopping. Coupled with the strong usage of smartphones here, we felt that this would be a great platform to engage our customers and bring more convenience to them. We are excited that it has been met with such great response and look to continue to explore new ways of engagement.”
The My FairPrice app is the second app by FairPrice and an extension of its popular promotion web portal www.whatsupatfairprice.com.sg, which enables customers to browse the latest offers available at FairPrice. In 2010, FairPrice also launched the “Uniquely Singaporean” wine pairing app that pairs wine with popular Singaporean dishes rather than European dishes used in most of the other applications available in the market.
FairPrice was the first supermarket chain to establish a presence on Facebook with the That’s My FairPrice (TMFP) Facebook profile page in 2009. Through this platform, FairPrice is able to reach out to an online community of over 36,000 fans on the latest announcements and promotions, and involve its customers in various CSR-related activities.