More value on offer at new-format FairPrice outlets
SINGAPORE: To better serve the needs of budget-conscious shoppers, NTUC FairPrice launched a new store format on Friday (Jul 1) that it said features products with greater value.
Called the FairPrice Shop, about half of the store will be packed with what is touted to be affordable products. These would include housebrand products, items marked as Every Day Low Price (EDLP) and the Yellow Dot lowest priced products.
Speaking at the launch, NTUC Enterprise Chairman Lim Boon Heng said: "A typical FairPrice supermarket would usually allocate 20 per cent of the space for these products, but the FairPrice Shop will allocate about 50 per cent."
He added: "If you take a look around the FairPrice Shop, you will notice many signs to show customers how they can benefit from more savings."
The retail store will also house an exclusive range of household produce called "Value Fresh". This new range of 34 products mainly comprises popular fresh vegetables like Sio Peck Chye, Kai Lan and Long Bean, and will be priced at 5 to 10 per cent lower than FairPrice's existing range of "Pasar"-branded produce.
But quality of food will not be comprised, said NTUC FairPrice CEO Seah Kian Peng, adding that it can do so because of its scale and commitment to provide affordable essentials to Singaporeans.
To provide greater convenience and accessibility for its target consumers, the FairPrice Shop will be strategically located in areas where there is a higher concentration of one- to three-room HDB flats.
Currently, there are two FairPrice Shops located at Eunos Crescent and Circuit Road. Another four FairPrice Shops will open by the end of 2016 at potential locations such as Henderson, Boon Lay, Ang Mo Kio and Jurong East.