NTUC FairPrice and ExxonMobil Asia Pacific have unveiled a revamped Cheers convenience store format for Esso service stations.
The refresh marks a new direction in the alliance between FairPrice and ExxonMobil, formed 13 years ago, offering motorists greater convenience, quality products and value-added services at Esso service stations. In alignment with the Government’s recent Food Services and Retail Industry Transformation Maps (ITM), the revamped stores will feature a wide range of ready-to-eat meals and additional services driven by innovation and technology.
Seah Kian Peng, CEO, NTUC FairPrice said today’s consumers are time-strapped and this means a greater demand for convenient solutions.
“We are proud to unveil our revamped service station concept, transforming FairPrice Xpress and Cheers stores at Esso service stations into lifestyle destinations that deliver greater value and convenience. Through this development, we are able to create new growth opportunities with innovative business formats and technology.
“This also generates more vibrancy for our customers, and provide convenient access to services that are tailored around their lifestyle.” said Peng.
The new format will debut at five Singapore Esso service stations before being progressively rolled out into all 62 stations island-wide over the next two years.
Jimmy Fong, ExxonMobil, retail fuels sales manager for Southeast Asia and Hong Kong, said the NTUC FairPrice alliance is bringing to Esso service stations a whole new food and service experience for customers.
Food choices
To enhance consumer offerings in the Ready-to-Eat meals space, Cheers partnered TCGC, a new consortium to provide convenient and delicious food options to all consumers including Ready-to-Eat meals. TCGC offers quality, value-for-money locally-produced food at good value to make lives better for consumers. A new line of Ready-to-Eat products, under a newly created brand called “The Common Good Company”, will be available exclusively at the refreshed stores.
The food offer will feature local brands The Soup Spoon, Pastamania & Will and Udders ice creamery.
To complement the mix, the stores will feature a range of snacks imported from Japan, fresh produce and frozen meats along with daily essentials like rice and bread.
Research carried out last year of over 600 drivers and convenience store shoppers found the top products they purchased included ready-to-eat meals, snacks and beverages. Seven in 10 also expressed interest in new product offerings such as hot food, breakfast options, desserts and gourmet coffee.
Self-service technologies
Aside from the new food offerings, the stores will feature enhanced value-added services. These will include NETs self-service kiosks that provide convenience to consumers with a wide range of financial services such as bill payments and top‐ups.
Consumers can also arrange for delivery and pick-up of packages through the DHL Self-Serve app, complemented by U Collect Lockers for automated self-collection. Payment to DHL can be made electronically through NETs kiosks, lightening the load on service staff.
The survey also revealed over six in 10 drivers and convenience shoppers are more likely to visit the store if parcel collection services are available.
Cheers, a fully owned subsidiary of NTUC FairPrice, operates more than 160 Cheers and FairPrice Xpress convenience stores situated across Singapore at convenient locations trading 24-seven.
