Cold Storage, Singapore’s oldest supermarket, just got a makeover that seeks to over 100-year-old brand sport a trendier, fresher look. More importantly, all 22 new Cold Storage outlets across the island will also focus on being more accessible to the community, starting with a commitment to provide customers with more fresh, quality, value-for-money products.
A better shopping experience and lower prices, what more can one ask for when doing our grocery shopping?
The first new-look Cold Storage was unveiled at Compass One over the weekend on 24 February. I visit this outlet regularly as it is the most accessible supermarket to my home. I love the new look, especially the expanded salad bar and freshly baked bread section.
There is more emphasis on healthier food choices now, marking a shift in consumers preference for organic, natural and fresh food produces over processed food.
The Cold Storage brand refresh is the second phase of a $40 million transformation journey that saw the supermarket chain launch its flagship store, CS Fresh Gold, at Paragon last August. DFI Retail Group (DFI), which owns the chain, plans to revamp the chain’s 47 stores by the end of the year. The brand will now be split into 25 Cold Storage stores and 22 CS Fresh stores. Cold Storage, as its community-centric brand with a focus on providing value products and CS Fresh which will provide customers with experiential shopping experiences and exciting collaborations with partners.
Said Mr Lee Yik Hun, SEA Marketing Director for Food, DFI Retail Group: “We did an in-depth customer research and through their feedback, we know that not everyone likes their supermarket the same way. With Cold Storage and CS Fresh, we can now provide our customers with even more choices for a customised shopping experience.”
“With Cold Storage, we listened closely to the needs of the community and made it a point to make fresh, quality, value-for-money products at compelling price points a priority. With CS Fresh, the value proposition is on providing experiential shopping experiences and exciting collaborations with exciting partners. With this approach, we are now serving an even wider base of customers, offering them different products and experiences, while still standing by the same brand promise of delivering fresh, quality food every day.” He added.
Top Value Picks at low prices, everyday
In keeping up with the changing demands of customers, Cold Storage introduced “Top Value Picks” (TVP) at the new outlets – a curated range of daily essential items at low prices. With the list refreshed monthly, Cold Storage is looking to provide offerings that are of both great quality and great value that will be accessible to a wider market. The prices of the TVP items are now more affordable, focusing on offering great quality at lower prices.
This initiative is timely given the impending GST hike. We can expect competitive prices at all times across all Cold Storage outlets instead of having to rely on promotions bound by dates and times.
New Look, New experiences
On top of providing customers with great value products, refreshed Cold Storage stores throughout the island will also have a new look.
Inspired by farmers’ markets, the stores will sport a clean, rustic look with produce displayed in crates – a reflection of the freshness and quality of the products which Cold Storage is synonymous with. As part of Cold Storage’s ongoing sustainability initiatives, the wooden fixtures in stores are created by repurposing recycled old pallets and are integrated into the store’s design.
You can also expect special features at each of the individual new Cold Storage stores.
For example, the new Compass One store I visited had a Potted Herb Wall, premium imported fresh meats with butcher counter service and extensive ready-to-eat selections. The outlet also boast a local fish counter with free prep service and a Pick-Your-Own Yong Tau Fu station.