DKSH’s partnership with FairPrice has set a new benchmark in Singapore’s modern trade landscape. Through strategic collaboration, service excellence, and innovative in-store initiatives, we not only regained momentum but delivered measurable growth across the market.
FairPrice Group started as a worker-led co-operative in 1973 with a mission to moderate the cost of living in Singapore. From a single store, it has grown to become the biggest customer in Singapore with a network of 467 stores and growing. With an extensive network of over 570 touchpoints, FairPrice Group seeks to provide an integrated array of products and services, from groceries, ready-to-cook, and ready-to-eat offerings to on-premises meals, food take-aways, and a rewards program that delivers personalized and delightful experiences.
Challenge
Singapore is a highly developed modern trade market, with FairPrice holding more than 50% market share. Following the COVID-19 pandemic, FairPrice raised the bar for its suppliers, expecting greater agility and stronger differentiation.
During this period, FairPrice recognized the potential for enhanced collaboration with DKSH. Together, we went beyond national promotions and consider more tailored, shopper-centric solutions to better align with evolving consumer preferences.
Approach
We prioritized tackling FairPrice’s biggest pain point, service level. By forming a cross-functional taskforce, we addressed the issue directly, raising service levels from an average of 83% in 2022 to 90% in 2024.
Demonstrating a strong spirit of partnership, we convened over 60 participants for a Joint Business Planning session, where we co-created a three-year growth vision with FairPrice. To differentiate ourselves, we launched the DKSH Bestseller Fair, showcasing key clients’ products during peak seasons to boost visibility and sales.
Additionally, we partnered with our largest client, PepsiCo, to participate in FairPrice’s Project Moonshot, an initiative focused on doubling client growth by accelerating innovation and introducing exciting new products to the Singapore market.
Results
In 2024, FairPrice delivered strong performance and achieved incremental sales. This strong performance earned DKSH the prestigious Top Business Partner of the Year award at the FairPrice Partners Excellence Awards. Not just once, but in both 2024 and 2025.
In addition, our sales team received the Best in Key Account award for two consecutive years, a testament to the strength of our collaboration, execution, and commitment at every level.