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Customer Snapshot: Overview

Serving >500,000 customers/day

Supermarkets and convenience stores all aim to provide the goods necessary for daily living, but NTUC FairPrice approaches its job from a different angle. Instead of getting customers to spend more money, the company’s goal is to provide a better life for the community through the products and services offered.

NTUC FairPrice Co-Operative Ltd.

S$3.2 billion (US$2.3 billion)

Number of Employees




Visionary Themes

Run Simple


Customer Website

Line of Business

SAP Solutions
SAP Business Suite powered by SAP HANA, SAP Business Warehouse, SAP ERP powered by SAP HANA, SAP Fiori, SAP for Retail, SAP POS Data Management

But delivering the best products at the lowest price to hundreds of thousands of customers a day comes at a price: massive amounts of data and inventory. NTUC FairPrice turned to SAP to lay the foundation for real-time visibility of all the data captured and required on a daily basis.

Customer Snapshot: History

A Store That Works for its Customers

NTUC Fairprice Co-operative Ltd was founded by the labor movement in 1973, with a social mission to moderate the cost of living in Singapore. From one supermarket, it has grown to become Singapore's largest retailer serving about 430,000 shoppers daily, with a network of over 120 outlets, comprising FairPrice supermarkets, FairPrice Finest and FairPrice Xtra. Convenience stores, FairPrice Xpress and Cheers, have a network spanning over 160 convenience stores island-wide and serves over 100,000 customers daily. NTUC FairPrice also owns a Fresh Food Distribution Centre and a centralized warehousing and distribution company.

Today, with its multiple retail formats serving the varied needs and interests of people from all walks of life, NTUC FairPrice has kept pace with the changing needs of its customers while remaining committed to its social mission and its aspiration to be Singapore's leading world-class retailer with a heart.

Guided by the philosophy to do well in order to do good for the community, NTUC FairPrice set up the FairPrice Foundation in 2008 to focus its giving efforts to provide a better life for the community. FairPrice Foundation focuses its giving on three strategic thrusts - the poor and needy, nation building and community bonding, and advancing workers' welfare.

Customer Snapshot: Business Model

A Consumer-Driven Approach

NTUC FairPrice's beginnings and operations are grounded on its founding social mission to moderate the cost of living in Singapore. The social mission of FairPrice is at the core of its operations and this is what sets the company apart from other retailers. Apart from keeping the prices of essential items low, the company has also expanded its social outreach to members, making a difference regionally during times of crisis and practicing Corporate Social Responsibility.

Customer Snapshot: Success Strategy

Good Corporate Citizenship at Every Level

As one of Singapore's leading retailers, FairPrice aims to be the best place to shop and the best corporate citizen through responsible retailing. By motivating, rewarding and inspiring staff, FairPrice empowers its employees to be customer focused, and to demonstrate teamwork and professionalism in a Wonderful Workplace. With a nation-wide network of stores, FairPrice is committed to make a positive impact on climate change by nurturing a Sustainable Environment.

The Challenge

Analyzing Big Data in Real Time

In order to keep the company’s commitment to customers and stay in the hearts of the community members, FairPrice had a massive data challenge to overcome. Large volumes of data needed to be continuously accessed and analyzed in real-time in order to meet the customers’ needs for on-demand services, stock stores, stellar customer service, and targeted marketing campaigns.

Enter SAP

Seamless Integration

The wide range of comprehensive retail business solutions offered by SAP made SAP a perfect choice for NTUC FairPrice. SAP’s solutions work seamlessly together to enable easy integration of multiple systems throughout the company.

Enter SAP: The SAP Experience

Smart Systems Run Simple

The business intelligence program provided a single source of data for real-time planning and analysis on the back end. On the warehousing side, employees could quickly locate sellable merchandise and get on-the-spot visibility into inventory status and availability.

Better Business

Well-Stocked Stores and Happy Customers

Thanks to real-time inventory, the company is now able to better distribute their merchandise across hundreds of retail locations. Data latency has been eliminated and data processing and load times have been reduced exponentially. This is a huge win for the FairPrice community of customers who now get the benefit of better product availability, more relevant promotional and sale information, all at the same low prices and emphasis on customer service.

Faster access to more reliable data.

Better Business: Benefits


Making Sense Out of Mountains of Data

Big data now feels manageable. 

Journey Ahead

Power to the Employees

The next steps are to roll out a series of programs that puts the data in the palms of users’ hands, improving mobile delivery, as well as consolidating customer data and enabling employees to run data analyses as needed using SAP Lumira® software. When employees have the ability to analyze data, they will be empowered to take action in a timely manner, helping the company move forward at lightning speed to keep up with customer needs and demands.

Next up: helping customers and employees help themselves.

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