Fairprice Group receives accolade at SBR Technology Excellence Awards

Its marketing personalisation engine predicts what customers will want next.

Retail chain Fairprice Group won the AI - Marketing Technology category at the recently held SBR Technology Excellence Awards for its implementation of a marketing personalisation engine.

The engine consists of an integrated marketing technology stack that personalises the marketing content in real-time across major customers' digital touchpoints such as website, mobile app, social media, search engine, email and app push notification. It uses rule engines and artificial intelligence models to predict what customers will want next.

It also uses creative automation suites to automatically build content and uses a channel application programming interface to publish content in real time when customers are engaging with the channel.

Amongst examples of this content includes customers seeing relevant store offers based on where they install the Fairprice app. If they installed the app through an in-store QR code, the first welcome content they will see is the introduction of the app’s in-store features such as app payment, and scan and go feature. Whereas, if they install it through online ads, the first welcome content will introduce an online delivery feature.

The real-time content will also let customers see a personalised list of grocery recommendations in Fairprice email based on the customers’ preferences and previous shopping history. They will also see these recommendations on social media, where it is overlaid with real-time promotion information and a festival theme.

Fairprice Group aims to further expand in the future by including more channels for the integrated personalisation, such as in-store POS screens, video platforms, and chat apps.

SBR Technology Excellence Awards recognises exceptional companies in Singapore that pioneered groundbreaking IT products and solutions and impactful technology initiatives, leading the digital journeys of their respective industries.

The SBR Technology Excellence Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Jane Patiag at [email protected].

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