FairPrice On driven by high tech and customer service focus

NTUC FairPrice has relaunched its e-commerce platform, renaming it FairPrice On.

A revamped mobile app and online portal provide a user-interface the grocery describes as “more robust and intuitive” and an automated storage and retrieval system that increases order fulfilment efficiency by four times.

NTUC FairPrice CEO Seah Kian Peng, says the company was one of the first supermarkets to launch online shopping more than a decade ago “and today we take another leap forward to enhance our online customer experience with FairPrice On”.

A new logo and brand identity was also  launched today. “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,” said the grocer.

Behind the online interface of FairPrice On is a high-tech distribution centre at FairPrice Hub in Joo Koon, and the company’s new online fulfilment system, AutoStore, an automated goods-to-man storage and retrieval system that uses robotics to provide high-density storage, optimise manpower and boost productivity. AutoStore is able to handle up to 3000 orders per day and is four times faster compared to radio frequency-assisted picking, with the ability to fulfil 220 order-lines every 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.

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.

“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,” says Peng.

Customer engagement focus

FairPrice says that 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.

FairPrice On offers more than 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 uses data analytics to send targeted personalised promotions based on their profile, interests and consumption habits. Free home delivery is offered with spending of more than $59, or free collection from 71 click-and-collect locations on orders of more than $29. Exchanges or refunds may be made at 138 brick-and-mortar FairPrice stores located island-wide.

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