Goal & Objective
Chinese New Year is one of Singapore’s most competitive retail periods, particularly within the Beer, Wine and Spirits (BWS) category where festive gatherings, gifting and celebrations drive heightened consumption. Against this backdrop, Tiger Beer partnered with FairPrice Group to move beyond traditional promotion-led marketing and create a more connected omnichannel experience that could drive measurable business impact.
Leveraging FPG ADvantage, FairPrice Group’s omnichannel retail media network, the campaign aimed to drive online sales growth, increase market share, acquire new-to-brand shoppers and sustain visibility across the festive shopping journey.
Challenge
The challenge was not simply about visibility, but about staying relevant across fragmented shopper behaviours. Chinese New Year shoppers no longer followed a linear purchase journey1. Instead, they moved fluidly between in-store browsing, app discovery, digital engagement and promotional triggers before making a purchase decision2.
At the same time, the BWS category was saturated with aggressive promotions and intense media competition, making it increasingly difficult for brands to differentiate beyond price. Larger competitors were heavily investing across both physical and digital channels, creating significant festive clutter.
For Tiger, success required more than isolated activations. The brand needed to remain consistently present across multiple touchpoints and moments of influence to convert festive intent into measurable sales growth.
Solution
Built around the insight that conversion is driven by cumulative exposure rather than a single touchpoint, FairPrice Group delivered a fully integrated omnichannel campaign through FPG ADvantage.
Anchored around the festive platform “Huat with Tiger”, the campaign connected physical retail, digital engagement and CRM channels into one seamless ecosystem. Retail OOH (rOOH) screens across FairPrice stores captured shoppers during high-traffic festive grocery runs, while FairPrice Group app banners engaged high-intent users browsing festive essentials and BWS categories.
Push Notification System (PNS) placements and EDMs reinforced timely reminders and festive offers, while audience extension through The Trade Desk maintained visibility beyond owned channels. Personalised vouchers and retargeting mechanics were then layered in to convert high-intent shoppers at key decision-making moments.
Rather than operating independently, every touchpoint was strategically sequenced to reinforce the next. A shopper exposed to Tiger in-store could later encounter the brand again on the FairPrice app, receive a CRM reminder and ultimately convert through a targeted voucher – creating a connected and consistent festive shopping journey.
Results
The integrated omnichannel strategy delivered strong performance across awareness, acquisition, conversion and market leadership. By connecting touchpoints across physical retail, digital engagement and CRM channels, Tiger was able to maintain sustained visibility throughout the festive shopping journey and convert intent more effectively in a highly competitive environment.
Key results included:
- 206% uplift in online sales compared to the previous Chinese New Year period
- Outperformed the closest competitor by 30%, securing 48% category share within the BWS category during the campaign period
- 56% new-to-brand users acquired during the campaign, demonstrating strong incremental growth beyond existing buyers
- Over 737,500 unique users reached, representing more than 40% of FairPrice Group’s digitally connected audience
Beyond immediate festive sales, the campaign demonstrated how a connected retail media ecosystem could outperform traditional promotion-led approaches. By aligning in-store visibility, digital engagement, audience extension and conversion tactics into one seamless journey, Tiger successfully cut through festive clutter and transformed omnichannel presence into measurable business growth.
Key Takeaways
“Huat with Tiger” demonstrated that in today’s fragmented retail environment, omnichannel orchestration is a competitive advantage. By leveraging FairPrice Group’s ecosystem of physical and digital touchpoints through FPG ADvantage, Tiger successfully transformed festive demand into measurable business growth.
The campaign proved that sustained visibility across connected shopper moments drives stronger recall, engagement and conversion than isolated promotional tactics alone – reinforcing the power of retail media as a full-funnel growth engine.
Sources
- McKinsey & Company, How to Capture What the Customer Wants, 2019.
- Deloitte, Consumer Preferences Embrace a Mix of Physical and Digital Shopping, 2022.