FairPrice Group debuts new unit FPG ADvantage to connect brands across 570 touchpoints

FairPrice Group (FPG) has launched 'FPG ADvantage', a new business unit positioned as Singapore’s largest omnichannel retail media network. The platform aims to connect brands with consumers across every part of their daily lives from shopping and dining to digital engagement.

Built on FPG’s network of over 570 touchpoints including FairPrice supermarkets, Cheers, Unity pharmacies and Kopitiam food courts, FPG ADvantage connects advertisers to 1.7 million app users and more than two million Link Rewards members.

The network combines physical and digital assets such as over 1,000 digital screens, in-store radio across 150 supermarkets, AI-enabled smart carts, more than 6,000 Kopitiam tabletop decals and in-app placements that drive over one million interactions daily.

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Beyond reach, FPG ADvantage is designed to give consumer brands greater visibility into campaign effectiveness. Through partnerships with Meta and The Trade Desk, advertisers can now link their digital ad performance directly to verified sales within the FPG ecosystem, allowing for real-time optimisation and measurable return on spend.

“The FPG ecosystem, spanning a customer’s journey of grocery shopping, dining, and online retail, gives us a connection and a deep community trust that is truly unparalleled,” said Vipul Chawla, group chief executive officer of FairPrice Group.

“We are uniquely positioned to offer brands a way to deliver value directly to consumers, making it easy on the wallet and the experience. This isn't just advertising space, it's a direct line to fostering relevant, rewarding connections that uplift the everyday lives of Singaporeans," he added. 

The move comes as retail media continues to grow globally. According to GrabAds and Kantar (April 2024), retail media ad spend in Southeast Asia is projected to reach US$4.7 billion by 2030.

Pilot campaigns

Since early 2025, FPG ADvantage has been tested by public and private sector partners.

The Health Promotion Board (HPB) used the network’s precision targeting to identify shoppers who had not previously bought healthier beverages. The campaign reached more than one million unique shoppers and achieved a 12% increase in healthier beverage purchases compared to the previous year.

In another pilot, Singtel partnered with FPG as sponsor of the Omni Store at FairPrice Finest’s ‘Store of Tomorrow’ in Punggol Digital District, featuring a connected home concept through an “Endless Aisle” experience that drew over 45,000 visitors in a month.

“This strategic collaboration with FairPrice ADvantage represents the ultimate fusion of retail and telco innovation,” said Lynette Poh, head of marketing communications at Singtel.

“The introduction of 'Endless Aisles' at the omni store creates a sophisticated, connected commerce ecosystem. It provides brand partners unparalleled, real-time audience engagement capabilities and the closed-loop measurement necessary to unlock the true ROI of retail media, turning every store interaction into a measurable engagement opportunity," added Poh. 

Meanwhile, Nestlé Singapore’s Milo activation showed the network’s ability to link exposure directly to purchases. In one week, the campaign reached over 680,000 unique shoppers, achieving a 42x omnichannel return on ad spend (ROAS) and a 30% sales uplift across online and offline channels.

“At Nestlé, we believe real growth comes from truly understanding our consumers – how they live, shop and dine every day,” said Rajat Jain, managing director of Nestlé Singapore.

“Working with FPG ADvantage has helped us turn these insights into action, creating meaningful connections that drive results. This partnership lets us plan smarter, reach audiences more cost effectively, and strengthen our brand’s presence in Singaporean homes. It’s a partnership built on trust, innovation, and a shared drive to keep growing together," Jain added. 

The launch of FPG ADvantage builds on FairPrice Group’s broader innovation agenda, including its 'Store of Tomorrow' programme. At the heart of the rollout is hyperpersonalisation. Soon, the FPG App will sync with MyInfo to deliver curated promotions based on user behaviour, while eligible seniors and CHAS cardholders will automatically receive discounts at checkout.

Smart Carts, on the other hand, features built-in screens for personalised offers and scan-and-go payments, while palm-scan checkout and digital price tags will streamline transactions and sustainability efforts. Behind the scenes, “Vision AI” and FPG’s "Grocer Genie" platform will automate store operations and safety monitoring.

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