Case Study: NTUC FairPrice "Made in Singapore" promotes and educates shoppers on local produce awareness.
With Gametize, NTUC FairPrice “Made in Singapore” creates a deeper engagement with shoppers through interactive challenges and rewards, enhancing their experience and appreciation of local products.
About The Client
NTUC FairPrice was founded by the labour movement in 1973. Its social mission is to moderate the cost of living in Singapore. From one supermarket, it has grown to become a leading retailer in Singapore serving more than half a million shoppers daily through a network of over 370 outlets.
It comprises FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, FairPrice Shop, Cheers convenience stores, FairPrice Xpress, and Unity Pharmacy. Its e-commerce portal draws over 700,000 visitors monthly. NTUC FairPrice also owns a Fresh Food Distribution Centre and a centralised warehousing and distribution company.
The Challenge
Supply chain disruptions caused by the Covid-19 pandemic highlighted the importance of local food production. During these challenging times, the ability to produce essential goods within Singapore’s borders became more crucial than ever. In response, FairPrice launched the “Made In Singapore” campaign to emphasize locally made products, aiming to address this need and contribute to the resilience of local supply chains.
Goals
The client main goal is to promote and educate the public on the benefits and importance of supporting local produce through in-store gamification.
The Player Profile
The target audience for this campaign is shoppers of NTUC FairPrice. The intrinsic motivation of these shoppers is driven by a desire to support local producers, discover unique products, and enjoy a meaningful shopping experience that connects them to the community.
The Solution: NTUC FairPrice "Made in Singapore"
The launch of the “Made in Singapore” game is a part of FairPrice’s bigger campaign “FairPrice Xtra Parkway Parade – Where Worlds Meet”, which was launched in line with its new FairPrice Xtra outlet at Parkway Parade.
The objective of the “Made In Singapore” gamification app is to promote and educate shoppers about local farmers/producers, the benefits of supporting local produce, the freshness of the products, and how to prepare them.
The campaign also aims to create awareness and drive traffic to FairPrice Xtra Parkway Parade, which offers local brands and locally made products and allows shoppers to experience the retail space while completing challenges.
The numbers...
The “Made In Singapore” campaign was launched on 12 January 2021 but achieved significant success in terms of player participation and engagement in just 5 months.
Results
What went well?
High Engagement Rate
These impressive numbers reflect the effectiveness of the campaign in engaging shoppers and promoting local produce. The high engagement rate of 63% demonstrates that the challenges and educational content were well-received by the audience, fostering a strong connection between shoppers and local farmers/ producers.
Enhanced experience despite social distance regulations
Despite the social distancing regulations during the COVID-19 period, the campaign managed to achieve remarkable success. Launched virtually, the campaign allowed local brands to have deeper engagement with shoppers while complying with social distancing guidelines.
The campaign successfully aligned with its target goals by promoting local produce, educating shoppers, and driving traffic to FairPrice Xtra Parkway Parade. The diverse range of challenges, from quizzes to photo and video tasks, kept participants engaged and motivated to learn more about local products. The self-serve farm tour with QR codes added an interactive element that enhanced the shopping experience.
Verdict? Gametized!
With engagement rate over 63%, the numbers speak for themselves.
The “Made In Singapore” campaign by FairPrice has been a resounding success. The innovative self-serve farm tour and the integration of QR codes provided an interactive and educational experience, enhancing the overall shopping journey. The campaign successfully drove traffic to FairPrice Xtra Parkway Parade, showcased its unique offerings, and fostered a strong sense of community support for local farmers and producers.
By leveraging gamification, FairPrice achieved its goals of promoting local products, educating shoppers, and increasing store traffic, demonstrating the effectiveness of this approach in driving customer engagement and loyalty.