FairPrice Group app, top performer in charts, enhances customer experience with an overhaul

The company wins in this year’s SBR Technology Excellence Awards.

FairPrice Group originally launched their mobile application back in 2018 as part of their move to expand into the e-commerce market, positioning the app as the brand’s e-commerce grocery platform. Over the years, the company has worked towards building a seamless omnichannel approach, culminating in their recent overhaul of the app to provide customers with the convenience of online shopping mixed with the customer experience of physical stores, all on one platform.

In order for the upgraded app to become a successful omnichannel platform, FairPrice developed features and innovative ways to help customers save whilst buying from their stores. The FairPrice Group app and its benefits to everyday Singaporeans have helped the company receive the Digital - Retail Award at the 2023 SBR Technology Excellence Awards.

The awards programme recognises the achievements and breakthroughs that companies in Singapore have made towards providing better products and services to their customers with the help of digital innovations, and the FairPrice Group app’s new features set the company apart from their competition.

Customers can now pay digitally straight from the app at FairPrice grocery stores and Koptiam outlets, allowing them to go cardless and conveniently track their transactions. Scan & Go has also been incorporated into the app, letting customers skip the queue and pay for their purchases through the app after scanning the product. 

Click & Collect has also been implemented into the app for select Kopitiam outlets, letting customers order food from stores and pick it up at their convenience. FairPrice used serverless technology across stores to ensure that customers were not stuck in line due to network delays or outages, especially during peak hours.

Stretching dollars is now easier for customers using the app with the Link rewards programme embedded into the app, letting customers earn, redeem, and track Linkpoints directly from the app, even without carrying a physical rewards card. These points can be redeemed into rewards from external partners, also accessible on the app through the Rewards Catalogue section.

Plans have also been announced regarding the discontinuation of the physical Kopitiams card in order to further funnel customers into transitioning to the FairPrice Group app.

FairPrice has stayed ahead of their competitors with the app by driving towards a more seamless omnichannel experience for our customers, with over one million customers using the enhanced FairPrice Group app to dine and shop online every month.

FairPrice Group has found success with its revitalisation of the FairPrice Group app, setting the foundation for more opportunities to improve services and introduce new features. With agile development methods and an understanding of the evolving needs of customers, the company aims to continue its advance towards innovation, adaptability, and improved quality.

The SBR Technology Excellence Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Jane Patiag at jane@charltonmediamail.com.