Singapore's NTUC Fairprice rethinks loyalty with content marketing

Anna Hamill

This article explore how NTUC Fairprice, a market leader grocery chain in Singapore, is modernizing to attract younger consumers by rethinking loyalty and investing in content marketing.

Singapore's NTUC Fairprice rethinks loyalty with content marketing

Anna HamillWarc

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands