Our objective was to transform the FairPrice Group (FPG) app from a transactional tool into a "bridge to equity" by integrating Myinfo verification. We recognised that for Singapore’s most vulnerable segments which includes CHAS (Blue & Orange) cardholders, large families, and the Pioneer/Merdeka Generations. The burden of proof often acts as a barrier to support. By shifting from static data collection to a "Data-as-a-Service" model, we aimed to "humanise" our database.
Our goal was twofold: First, to establish a Single Source of Truth that links government-verified profiles directly to our Point-of-Sale (POS) system. This integration allows us to leverage on high data accuracy for a more personalised targeting. Second, to eliminate the "paperwork tax" on seniors and low-income families by automating the delivery of FairPrice Foundation subsidies. This integration ensures that the moment a member verifies their profile, the system honors their eligibility. We strived to create a frictionless shopping experience where the dignity of automation replaces the manual scrutiny of physical cards. By removing the need to navigate complex verifications or carry NRICs, we committed to a member-centric future where world-class technical integration ensures no one is left behind in the digital economy. We aimed to turn a technical authentication journey into a vehicle for community care, simplifying lives and ensuring that financial relief is always just a "scan" away.
Myinfo: A Singapore government-verified digital identity service to help users share personal data with participating businesses easily and safely.
The Technical Foundation: Integrity as a Service
To achieve our vision of equitable retail, we engineered a robust backend integration between the Myinfo API and our retail ecosystem. By securely mapping government scheme tags (e.g., CHAS Blue, CHAS Orange, Pioneer Generation and Medeka Generation) to FPG app profiles, we established a “Single Source of Truth” that allows POS to recognise eligibility in real-time. This automation triggers price reductions on daily essentials instantly, removing the need for manual intervention. From 1 Sep - 31 Dec 2025, this system enabled us to double discounts (up to 6%) for CHAS Large Families with three or more children.
The Integrated Campaign: A 360° Approach
Recognising that the Myinfo journey involves a multi-step digital authentication, we deployed a comprehensive integrated campaign across multiple media types to demystify the process and build institutional trust. Awareness, education and assurance are key areas we focused on during the launch phase.
1. Retail Touchpoints (Physical Trust):
2. Digital Touchpoints (Targeted Action):
Creative Strategy
To evoke trust, our "clarity-first" creative approach balanced technical security with human warmth. We navigated a complex stakeholder landscape to ensure a unified message across all platforms. Our visuals featured diverse representations of elderly members and large families across all major ethnicities in Singapore. This ensured that our mission felt accessible and culturally relevant to every household, regardless of their tech-fluency.
Closing the Loop
By harmonising these traditional and digital channels, we transformed a technical requirement into a community benefit. We turned the FPG app into a bridge that connects government-verified data to real-world savings, proving that technical innovation is at its most powerful when it works invisibly to make life more convenient and affordable.
The success of this project lay in its ability to turn a complex digital identity migration into a massive community movement. By utilising a diverse media mix; spanning from in-store physical collateral to targeted digital push notifications, we ensured that our messaging reached members at every stage of their shopping journey.
The resonance of this integrated strategy was clearly reflected in our performance metrics:
