By embracing a proactive and visionary approach, DKSH has not only solidified Sheng Siong Supermarket’s position as a formidable player in modern trade but has also reinforced its own market leadership. This collaboration showcases retail innovation, strategic investment, and customer-centric growth.
Founded in 1985 by the visionary Lim brothers, Sheng Siong started as a modest pork retailer and has since transformed into one of Singapore’s leading supermarket chains. With over 70 outlets across the market, it has built a reputation for affordability, quality, and accessibility. Listed on the Mainboard of the Singapore Exchange, Sheng Siong continues to expand its footprint in the highly competitive retail landscape.
Sheng Siong’s extensive product portfolio spans over 1,650 house brand offerings, catering to a diverse customer base. From live, fresh, and chilled produce to processed and packaged goods, Sheng Siong remains a go-to destination for everyday shopping needs.
Challenge
Singapore’s retail market has long been dominated by two major players: FairPrice and DFI Retail. However, by the end of 2023, market trends signaled a major shift. Sheng Siong was on the verge of surpassing DFI Retail to become the second-largest supermarket chain in the market.
Despite its rapid growth, Sheng Siong was often categorized under general trade or local independent chains by many FMCG companies, limiting its strategic partnerships and investment potential. Recognizing this untapped opportunity, we took the bold step of positioning Sheng Siong as a third major pillar in Singapore’s modern trade landscape.
Approach
DKSH adopted a forward-thinking approach, establishing a dedicated Sheng Siong customer team. This specialized team focused on deepening collaboration and unlocking new growth avenues.
In 2024, we launched Joint Business Planning with Sheng Siong’s top executives, aligning on long-term strategies to drive sustainable growth. This partnership was not just about product placement. It was about integrating our clients’ brands into the fabric of Sheng Siong’s retail ecosystem.
Understanding the nuances of Sheng Siong’s core audience, which was price-sensitive, heartland shoppers, we crafted a “Win at Retail” strategy. This involved premium in-store display that maximized brand visibility in newly launched stores and exclusive best deals program to drive trial and adoption.
We leveraged key cultural moments, such as Chinese New Year, to create experiential marketing opportunities. Our high-profile Cai Shen (God of Fortune) roadshow injected excitement into store openings, strengthening brand affinity and shopper engagement.
By adopting the One DKSH approach, we negotiated collective trading terms that delivered substantial cost efficiencies for all stakeholders. This strategic alignment ensured that DKSH’s clients secured prime shelf space and promotional support, creating a competitive edge within Sheng Siong’s retail environment.
Result
The impact of our partnership was both immediate and significant. In 2024, Sheng Siong’s sales surged by more than seven percent. We established Sheng Siong as a Key DKSH Partner making it the second-largest customer in Singapore.
Today, every new Sheng Siong store prominently features DKSH brands, reinforcing brand loyalty and driving sustained sales momentum.