NTUC FairPrice tries experiment on hypermarket
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To mark the 10th anniversary of its hypermarket format, NTUC FairPrice has launched an experiential concept at its FairPrice Xtra hypermarket in Jurong Point shopping centre.
Offering more than 26,000 grocery and household products across 57,000sqft (5300sqm) of retail space, the new hypermarket is designed to engage and entertain families in a carnival-like atmosphere with dedicated zones.
There are five specific zones in the revamped store, grouping merchandise and activities based on specific shopper needs – the Parenting Zone, Health and Beauty Zone, Healthy Eating Zone, Kitchen Zone and Total Home Solutions Zone.
With the store’s family-oriented focus, the Parenting Zone offers more than 1250 baby- and children-related products including formula milk, diapers, toys and clothes. There is also a KidsMart interactive play area with miniaturised shelves and shopping trolleys for children to pretend shop, plus an event space where they can play interactive games.
Integrated pharmacy
In the Health and Beauty Zone an integrated Unity pharmacy store provides personal-care, wellness, senior-care and adult nutrition products. A pharmacist is also available for consultations on medication. Health-related activities will also be held in this zone, such as free blood-pressure monitoring services.
More than 2190 organic, free-from, natural, low-GI and fresh produce features in the Healthy Eating Zone, which also has an event space for such activities as cooking demonstrations, while the Kitchen Zone offers cooked meats and seafood, ready-to-eat meals and an in-store bakery by home-grown brand Swee Heng.
The Total Home Solutions Zone features cleaners, tools, household appliances, cookware and a space for product demonstrations.
Beyond these zones the store also offers activities like claw machines, roving magicians and musicians.
Wider aisles and low shelves are offered so the elderly and shoppers with limited mobility can have easy access. Electronic shelf labels using e-ink for easy reading have been installed throughout the store.
The store is open 24 hours daily.
Questions & Answers
Q.What is the new hypermarket concept aiming to achieve for NTUC FairPrice?
What is the new hypermarket concept aiming to achieve for NTUC FairPrice?
The new hypermarket concept aims to engage and entertain families with a carnival-like atmosphere. It is designed around dedicated zones to meet specific shopper needs, marking the 10th anniversary of their hypermarket format.
Q.Which specific zones are featured in the revamped Jurong Point store?
Which specific zones are featured in the revamped Jurong Point store?
The revamped store includes five specific zones: the Parenting Zone, Health and Beauty Zone, Healthy Eating Zone, Kitchen Zone, and Total Home Solutions Zone. These group merchandise and activities based on different shopper requirements.
Q.Are there any facilities or features specifically for shoppers with limited mobility or elderly customers?
Are there any facilities or features specifically for shoppers with limited mobility or elderly customers?
Yes, the store offers wider aisles and low shelves to ensure easy access for the elderly and shoppers with limited mobility. Electronic shelf labels using e-ink are also installed for better readability.
Q.What kind of interactive activities are available for children in the new store?
What kind of interactive activities are available for children in the new store?
Children can enjoy a KidsMart interactive play area with miniaturised shelves and shopping trolleys for pretend shopping. There is also an event space within the Parenting Zone for interactive games, alongside claw machines throughout the store.
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