Cold Storage Strategies

1630 Words Feb 24th, 2010 7 Pages
Beginnings
In its early years, Cold Storage was an independent small retail depot selling mainly frozen meat from Australia, and its target customers were mostly Europeans. From 1965, to achieve economies of scale, Cold storage adopted the concept of multiple retailing, where bulk buying activities and distribution of food products to a network of stores throughout Singapore and Malay Peninsula was carried out (Goh 2003). Cold Storage also pioneered the manufacturing of condensed milk and other milk products such as UHT milk, Magnolia soft drinks and soya bean milk to serve the ever changing consumer taste buds (Goh 2003).
In 1993, Cold Storage, with 11 stores at that time, was acquired by Dairy Farm International Holdings who had plans on
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The event gave consumers a chance to win Cold storage and Shell fuel vouchers. Consumers who were not able to participate in the event were given shell vouchers for spending a minimum amount in Cold Storage (Marketing-Interactive.com, 2009).
Cold Storage was the first supermarket to organise a kid-run activity islandwide which targeted kids from ages of 3 to 12 years old. This was organised with the intention to integrate family-bond activity with wholesome and healthy awareness (Cold Storage 2008).
Technology

Cold Storage was the first supermarket to set up an online groceries website for its customers. This is initiated to create convenience for its customers; including information on products’ specifications (e.g. weight, amount, pieces per packing) offered, promotional details and availability of products. This was so successful that NTUC FairPice subsequently mimic.
Cold Storage entered into a partnership with Media Cart Asia to pioneer the implementation of RFID technology- enabled shopping carts, the MediaCarts. This collaboration is made possible with the help of SPRING Singapore, which encourages organisations to innovate and exploit technologies available. The MediaCart is an effective shopping tool linking the retailers, marketers and shoppers as well as providing customers with an entirely different and value- oriented shopping
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