Cognizant partners NTUC FairPrice to digitally transform its business


Chennai: Cognizant today announced that it has partnered NTUC FairPrice (FairPrice), a major supermarket retailer in Singapore, to digitally transform its business and provide customers with a seamless multichannel shopping experience.

By bringing together its consulting, industry and technology expertise, Cognizant reengineered FairPrice’s business processes, and implemented a digital e-commerce platform for the multi-format retailer to provide integrated, consistent and personalized customer service across multiple touch points, enhancing customer satisfaction, loyalty and brand perception.

The digital transformation program has also enabled FairPrice to improve real-time product and inventory visibility, make retail management more efficient, and gain a better understanding of customer preferences and purchase history. As a result of cross-channel integration, FairPrice has been able to roll out innovative services for shoppers, including its ‘Click & Collect’ online delivery service – the option to buy online and pick up the purchase from a store, a first in Singapore.

With superior insights into customer and staff behaviour, FairPrice can further strengthen its supply chain, site and store operations, marketing, and merchandizing to drive growth and differentiation. Cognizant is also creating a mobile channel for FairPrice to engage better with its existing customers and attract new ones.

Seah Kian Peng, CEO, NTUC FairPrice said, “This digital transformation program underscores our commitment to our customers and represents a strategic advantage in that we can now leverage inventory across multiple locations and streamline fulfillment processes to not just delight our customers, but also increase sales and reduce operational costs. Cognizant’s experience and capabilities have complemented our digital commerce vision and helped to reinforce our reputation as a retailer with a heart.”

“A unified multichannel customer experience is increasingly a brand differentiator in the world of retail,” said Jayajyoti Sengupta, VP & Head of APAC, Cognizant. “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. We are pleased to have helped FairPrice execute on its digital commerce strategy and utilize multichannel retailing to drive customer engagement, competitive advantage, market leadership, and growth.”

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