FairPrice Group Appoints New Head to Scale Retail Media
FairPrice Group has appointed Rajiv Singh to lead FPG ADvantage, its retail media network focused on delivering relevant shopper experiences and measurable brand outcomes. The move signals a renewed commitment to scale a unified omnichannel advertising ecosystem across the retailer’s physical and digital footprint.
Strategic Vision for Omnichannel Retail Media
FPG ADvantage leverages more than 570 touchpoints and a 1.7 million-strong app user base to connect brands with shoppers across stores, e-commerce and in-app environments. Singh will oversee strategy, day-to-day operations and platform expansion with a focus on performance-led solutions that convert insights into sales and incremental reach.
Driving Growth with Data and Measurable Results
Singh’s mandate is to operationalize FairPrice’s shopper intelligence and first-party data to deliver measurable return on ad spend and sales uplifts. Early pilots already demonstrate tangible outcomes: Nestlé Singapore recorded a 42x omnichannel return on ad spend and a 30% uplift in sales, while a Singtel campaign attracted over 45,000 visitors. These cases highlight how married inventory, targeting and measurement can produce clear business outcomes for brand partners.
Implications for the Retail Media Landscape
FairPrice Group’s leadership hire and performance evidence positions FPG ADvantage as a model for responsible first-party data monetization and scalable omnichannel activation in APAC. For retailers and brands, the key lessons are:
- Leadership with ad tech and commercial experience accelerates go-to-market and platform maturity.
- Integrating offline and online touchpoints yields stronger attribution and higher conversion rates.
- Transparent use of first-party data builds shopper trust while delivering measurable ROI for advertisers.
As retail media evolves across the region, FairPrice Group’s approach offers a concise blueprint for turning scale and shopper insight into repeatable marketing performance.
