NTUC FairPrice launches experiential hypermarket

To mark the 10th anniversary of its hypermarket format, NTUC FairPrice has launched an experiential concept at its FairPrice Xtra hypermarket in Jurong Point shopping centre.

Offering more than 26,000 grocery and household products across 57,000sqft (5300sqm) of retail space, the new hypermarket is designed to engage and entertain families in a carnival-like atmosphere with dedicated zones.

There are five specific zones in the revamped store, grouping merchandise and activities based on specific shopper needs – the Parenting Zone, Health and Beauty Zone, Healthy Eating Zone, Kitchen Zone and Total Home Solutions Zone.

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With the store’s family-oriented focus, the Parenting Zone offers more than 1250 baby- and children-related products including formula milk, diapers, toys and clothes. There is also a KidsMart interactive play area with miniaturised shelves and shopping trolleys for children to pretend shop, plus an event space where they can play interactive games.

Integrated pharmacy

In the Health and Beauty Zone an integrated Unity pharmacy store provides personal-care, wellness, senior-care and adult nutrition products. A pharmacist is also available for consultations on medication. Health-related activities will also be held in this zone, such as free blood-pressure monitoring services.

More than 2190 organic, free-from, natural, low-GI and fresh produce features in the Healthy Eating Zone, which also has an event space for such activities as cooking demonstrations, while the Kitchen Zone offers cooked meats and seafood, ready-to-eat meals and an in-store bakery by home-grown brand Swee Heng.

The Total Home Solutions Zone features cleaners, tools, household appliances, cookware and a space for product demonstrations.

Beyond these zones the store also offers activities like claw machines, roving magicians and musicians.

Wider aisles and low shelves are offered so the elderly and shoppers with limited mobility can have easy access. Electronic shelf labels using e-ink for easy reading have been installed throughout the store.

The store is open 24 hours daily.

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