It recently implemented an e-commerce platform for Fairprice, in order for the multi-format retailer to provide an integrated, consistent and personalised customer service across multiple touch points.
The aim of this move is to enhance customer satisfaction, loyalty and brand perception, as well as enable improvements in real-time product and inventory visibility. This upgrading of digital infrastructure is also aimed at enhancing retail management efficiency for Fairprice.
Commenting on the partnership, Seah Kian Peng, the CEO of NTUC FairPrice who concurrently serves as the deputy speaker of the Singapore Parliament, said, “Mobile and online retail is crucial to addressing heightened expectations of today’s digitally-enabled shoppers, and digital technology has enormous potential to enhance their shopping experience.”
Seah added, “This digital transformation program underscores our commitment to our customers and represents a strategic advantage […]. Cognizant’s experience and capabilities have complemented our digital commerce vision and helped to reinforce our reputation as a retailer with a heart.”
A data analytics element will also enable Fairprice to enhance their business intelligence and understanding of customer behaviour, such as their preferences and purchase history. Cross-channel integration has also enabled Fairprice to improve their service offerings. One example of this is its “Click & Collect” online delivery service. Through this, customers have the option to buy online and pick up the purchase from a store.
Cognizant is also creating a mobile channel for FairPrice to enhance engagement and grow its existing customer base. “A unified multichannel customer experience is increasingly a brand differentiator in the world of retail,” said Jayajyoti Sengupta, VP and Head of APAC at Cognizant.
Sengupta explained: “This digital initiative is a trend-setter in the region for customer-focused transformation. A single view of the customer, sales and inventory will enable FairPrice to rise to the needs of the next generation of shoppers and define innovative models.”