As retailers design innovative ways to augment and improve the physical shopping experience, NTUC FairPrice, the largest supermarket chain based in Singapore, recently introduced a new service to usher in a new era of grocery shopping.
Scan & Go allows customers to shop for products in-store, and pay with ease via the FairPrice mobile app. This means that they can skip the queues at self-checkout kiosks and cashiers while shopping in FairPrice stores. OuterEdit was tasked to present Scan & Go in a consistent, friendly and approachable manner, that can also easily scale across participating stores in Singapore.
Some key user experience challenges included a lack of awareness and recall for Scan & Go, as well as mistaking the product for the self-checkout counters. In order to clearly communicate and capture the attention of customers, we created a vibrant, dynamic and futuristic communications roll-out. The design brings a modern approach and excitedly shouts out about the evolution and future of payment, while the messaging appeals to customers at every step of their in-store user journey.
The Scan & Go campaign is strategically applied across the various participating stores, and works well with sub-brands across NTUC. These include FairPrice, FairPrice Finest and FairPrice Xtra, each with their own unique branding, spatial outfitting and touchpoints.
Creative Direction, Art Direction & Graphic Design