Making Every Good Count

NTUC FairPrice overhauls e-commerce grocery platform to enhance online shopping experience

Published on
28 March 2018

A new high-tech fulfilment system will increase order picking productivity four-fold to provide greater convenience and satisfaction for customers

Online shopping portal and mobile app redesigned and rebranded to enhance customer engagement and provide a more robust and intuitive user interface

SINGAPORE, 28 March 2018 – NTUC FairPrice (FairPrice) today officially launched its refreshed online platform, “FairPrice On”, with a revamped mobile app and online portal to provide a more robust and intuitive user-interface, and an automated storage and retrieval system that increases order fulfilment efficiency by four times.

CEO of NTUC FairPrice, Mr Seah Kian Peng, said: “NTUC FairPrice is one of the first supermarkets to launch an online platform in Singapore more than a decade ago and today we take another leap forward to enhance our online customer experience with FairPrice On. In line with Singapore’s Retail Industry Transformation Map, we continue to innovate and harness technology to boost productivity and customer service while adapting to constant shifts in the e-commerce industry.”

FairPrice On’s launch was officiated by Mr Tharman Shanmugaratnam, Deputy Prime Minister and Coordinating Minister for Economic and Social Policies. 

New High-Tech Fulfilment System

Found within the High-Tech Distribution Centre facility at FairPrice Hub located at Joo Koon, FairPrice On’s new online fulfilment system, “AutoStore”, is an automated goods-to-man storage and retrieval system that utilises robotics to provide high-density storage, optimise manpower and boost productivity. 

AutoStore is able to handle up to 3,000 orders per day and is four times faster compared to Radio Frequency (RF)-assisted picking, with the ability to fulfil 220 order-lines[1] per hour.

The high-density storage system consists of over 20,000 bins spread over multiple layers, occupying a space over one and a half times the size of an Olympic-sized swimming pool[2]. Each bin can be configured to hold any quantity of products depending on size and weight, with the ability to hold multiple types of products within the same bin to provide greater flexibility and scalability. Order fulfilment is managed through a computerised system with robots retrieving the items needed and shifting bins around to maximise space. 

The system is also scalable to accommodate for future growth of FairPrice On. 

Enhanced Customer Engagement

Apart from operational efficiency, FairPrice On features a revamped online portal and mobile app to provide a more robust and intuitive shopping experience for customers. For example, the online customer journey from searching and selecting products to choosing a delivery slot and making payment has been streamlined to make it faster and easier for shoppers. To date, FairPrice On offers over 13,000 products ranging from groceries and fresh produce to personal care and electronics. Over 400,000 subscribers are registered on FairPrice On.   

To cater to varied customer needs, FairPrice On also utilises data analytics to send targeted personalised promotions based on their profile, interests and consumption habits.

To enjoy free home delivery, customers need only spend over $59, or over $29 to enjoy free collection from 71 Click&Collection locations. SCORE[3] subscribers are eligible for free home delivery once a month with no minimum spend. Exchanges or refunds may be made at 138 brick-and-mortar FairPrice stores located island-wide.

A new logo and brand identity was also launched today, designed to better engage and build affinity with customers. The new identity for FairPrice On was developed to capture the spirit of thoughtfulness, innovation and familiarity through the use of vivid colours, clarity and casual everyday language. 

Doing Good for the Community

FairPrice On also offers subscribers a convenient platform to donate groceries to the less fortunate. Through a partnership with the National Council of Social Service, FairPrice On subscribers are able to choose from a list of 55 Social Service Organisations (SSO), such as Thye Hua Kwan Family Centres and Food from the Heart, and donate groceries they require directly to them. Delivery fees are waived for donated groceries.

To subscribe to FairPrice On, please visit


[1] An order-line is each unique item per customer order 

[2] AutoStore measures 21m x 37m x5.25m, which is 1.6 times the size of an Olympic-sized swimming pool measuring 50m x 25m x 2m.

[3] Visit to sign up for SCORE Subscription Service, launched by NTUC FairPrice and Grab

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