DKSH Fair Showcases Omni-Channel and FMCG Marketing Capabilities in Singapore

The DKSH Fair was a unique opportunity for consumers to witness and experience many of DKSH customers' fast-moving consumer goods brands in one place. Consumers also had the chance to see how eCommerce and digital platforms can work seamlessly with physical retail stores.

This was the third year we have implemented this joint FMCG brands promotion across major supermarkets in Singapore. The objective is to provide greater value to our customers, showcase our portfolio of brands and products, as well as to build stronger business relationships with the supermarkets and our clients’ brands.

Featuring exclusive promotions during the event, the fair enabled consumers to have a deeper understanding of the various sales and marketing channels, especially the comprehensive food marketing services ecosystem offered by DKSH.

Challenge

The main challenges faced by our customers and product owners are the limited promotional spaces and run-of-the-mill single product promotions at most supermarkets in Singapore.

We also received feedback from our customers, clients, and consumers that there is a lack of product display customization and implementation of multi-brands promotions at those stores.

Approach

Although this was the third year we were running the event, we found new approaches to keep the promotions and activities fresh and attractive to consumers. We focused on having customized implementation for various channels, developed stronger promoter support to increase sales activities, and added customer sales categories to boost revenue.

After identifying and selecting the strategic locations and outlets for the event, we focused on increasing brand awareness in those locations.

Result

The DKSH Fair reflected the capability for us to showcase all our brands under the "one DKSH" theme. The program also allowed these different and competing brands to come together and collaborate in this fair.

The supermarkets that took part in the DKSH Fair recorded an increase in sales for selected brands of between 30 and 50 percent in their respective locations. Another benefit resulting from this was the overall cost-saving achieved in terms of charges and rental due to the sharing of brands being placed under one theme.

The DKSH Fair is an excellent way for consumers to be more aware of all the brands under the DKSH portfolio of FMCG brands and products. It is also a good approach to have a better understanding of omni-channel promotions.

Spokesperson