The FMCG Guys 285. The Hot Seat with Lisa Tan: Retail Media in Asia, Is Singapore Boring?, Adtech vs Retail
Nov 22, 2025
Lisa Tan, a Retail Media Leader at FairPrice Group in Singapore, dives into the fascinating realm of retail media. She debunks quirky Singaporean myths and highlights how the nation’s 'boring' reputation is actually a strength in business. Lisa shares insights on the fragmented APAC retail media landscape and advises on the talent gaps in the industry. Through engaging games, she contrasts the fast-paced world of ad tech with retail, revealing the challenges faced by many e-commerce networks trying to leap into media.
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Translating Brand Needs Into Retail Media
- Lisa Tan describes her role at FairPrice Group, helping brands and agencies understand and implement retail media.
- She highlights enjoying translating brand needs into retailer-executable campaigns across channels.
Singapore Stereotypes, Practical Reality
- Lisa confirms many Singapore myths: you can chew gum but cannot transact it, the island is compact and airports efficient, and public spaces are very clean.
- She admits Singapore feels boring but argues that safety and predictability are commercial advantages.
Grocery Market Dominated By One Omni‑Channel Leader
- FairPrice dominates groceries as a single omni-channel leader while other retailers lead in specific categories.
- The Singapore retail market is fragmented by category despite a clear grocery leader.