Singapore's NTUC Fairprice rethinks loyalty with content marketing
When you're a market leader serving more than half a million shoppers daily, it can be difficult to pitch a new direction, revealed Christina Lim, Director of Brand & Marketing for NTUC Fairprice at the Retail Congress Asia Pacific in Kuala Lumpur, Malaysia.
NTUC Fairprice has been at the centre of Singaporean life since 1973, when it was founded by the labour movement with a mission to moderate the cost of living. With universal name recognition and 290 outlets island-wide, NTUC FairPrice has enjoyed generations of loyalty and a...