What's the largest supermarket chain in Singapore? FairPrice Group dominates with over 164 stores nationwide, but size alone doesn't guarantee success in 2025. What separates winners is how they use retail analytics and customer journey mapping to understand every shopper touchpoint.
With 69% of retailers viewing AI as essential and 85% planning to increase AI investment, the question isn't whether to adopt retail analytics; it's how quickly you can implement it before competitors leave you behind.
Leading the Charge: FairPrice, Prime, and Scarlett
- FairPrice Group: Store of Tomorrow Initiative
As Singapore's largest supermarket chain, FairPrice isn't resting on its dominance. In August 2025, they opened the world's first gen-AI powered supermarket at Punggol Digital District.
Their Store of Tomorrow programme, powered by Google Cloud AI, deploys over 20 digital solutions annually. Smart Carts with built-in displays guide customers, highlight promotions, and provide personalised recommendations. The system tracks customer journey mapping in real-time, showing which aisles shoppers visit, dwell times, and purchase triggers.
Results? Hyperpersonalised deals, automated discounts, and "endless aisles" blending physical and digital inventory through advanced data analytics.
- Prime Supermarket: Digital Transformation
Prime Supermarket pioneered social e-commerce to cope with evolving behaviour. They launched Combine.sg, Singapore's number two community group-buy platform.
Prime's retail analytics track customer preferences across digital channels, enabling group buying and wholesale pricing. Their customer journey mapping now spans physical stores and digital platforms, creating seamless omnichannel experiences with measurable ROI: faster user acquisition and automated processes from order management to commission tracking.
- Scarlett Supermarket: Niche Precision
Smaller chains like Scarlett compete through precision rather than size, using retail analytics to optimise limited resources and customer journey mapping to identify high-value segments.
The Trends Driving Adoption
Singapore's retail analytics revolution builds on three trends:
How Tictag Insight Delivers Ground Truth for Smarter Retail Analytics
Here's the critical gap: whilst supermarkets like FairPrice invest millions in AI infrastructure, many retailers lack foundational data to make AI truly effective. Smart Carts are only as good as the behavioural insights feeding them.
Tictag transforms existing CCTV cameras into intelligent retail analytics engines, no expensive hardware, no months-long installations. Using computer vision AI, Tictag delivers ground truth-verified data:
- Real-Time Heat Mapping: See exactly where shoppers congregate, which aisles they bypass, and how traffic flows change. Optimise product placement, checkout allocation, and displays based on actual behaviour.
- Dwell Time Analytics: Understand which displays capture genuine attention versus casual glances. Identify which window displays drive foot traffic.
- Customer Journey Visualisation: Track complete paths from entrance to exit, where customers pause, routes between sections, and what triggers basket additions. This is ground truth data that makes AI personalisation accurate.
- PDPA-Compliant: All analytics use anonymised data without storing personal information.
For retailers like FairPrice adopting AI, Tictag provides verified behavioural foundation that makes smart carts smarter. For chains like Prime navigating omnichannel complexity, Tictag bridges online-offline divides with concrete in-store journey data.
The results: up to 20% revenue recovery, 99% tracking accuracy, and implementation in days. With 62.5% of non-SME businesses adopting AI, staying competitive means ensuring your AI runs on accurate ground truth, not guesswork.
The Future Belongs to Data-Driven Retailers
Singapore's supermarket sector proves retail analytics and customer journey mapping aren't buzzwords, they're survival tools. FairPrice's Store of Tomorrow investment, Prime's digital transformation, and even smaller players like Scarlett adopting precision analytics all point to one conclusion: retailers who measure and optimise customer journeys continuously will dominate.
Winners aren't just collecting data, they're acting on verified ground truth about real shopper behaviour. Tictag makes this possible without massive capital requirements.
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Sources
- FairPrice Group, "Store of Tomorrow Initiative," 2025.
- Fooyo Commerce, "Prime Supermarket Case Study," 2025.
- IMDA, "AI bridges the gap between Singapore's retailers and omnichannel shoppers," March 2025.
- Intracorp, "Unleashing the Potential of IT Business in Singapore," 2025.
- Salesforce, "AI adoption grows in Singapore retail," May 2025.
- Ken Research, "Singapore AI in Retail Market," October 2025.
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