NTUC FairPrice picks digital analytics partner

Singapore supermarket chain NTUC FairPrice has picked Dentsu Aegis Network’s digital marketing agency Happy Marketer as its digital analytics partner. The two are working together to push the boundaries of exceptional online shopping experiences through data-driven personalisations in product offering.

In a statement to Marketing, a Dentsu Aegis Network spokesperson said the scope of work, which started since April 2019, is new and there was no incumbent agency.

As a Google Marketing Platform partner, Happy Marketer has implemented enterprise analytics tool Google Analytics 360, in FairPrice’s redesigned web and online app which were launched this month. According to a press statement, the analytics strategy is expected to drive unique online experiences tailored at individual levels as it unlocks user behaviour insights from Fairprice’s over 600,000 daily shoppers across devices and channels.

For Fairprice’s end users, the app’s smooth and clean interface aims to provide shoppers with a seamless purchasing experience and a new omni-channel experience as they access a wider product catalogue, synchronised pricing and convenient two-hour delivery slots on the new app.

Lyubomir Minkov, VP of digital marketing at NTUC Enterprise said the collaboration with Happy Marketer opens up opportunities to improve the online customer experience. “We will leverage Google Analytics 360 advanced capabilities to gain in-depth understanding of our customer behaviour and provide personalised product offering in real time,” he added.

Meanwhile, Sanchit Mendiratta, senior partner at Happy Marketer said the agency will also leverage its experience in online, offline attribution to measure the impact of marketing initiatives on store visits and walk-ins across all the Fairprice outlets.

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