The Challenge

FairPrice Group, one of Singapore’s most prominent retailers, needed to validate its Crisis Management Plan against a realistic, fast-evolving threat: a cyberattack with reputational and regulatory implications. With millions of customers tied to its Linkpoints loyalty program, even a small technical issue could spark public backlash.

FairPrice wanted to test more than just process, they needed to validate executive response, public commscyber escalation, and decision-making under pressure. The stakes: customer trust, media reputation, and regulatory scrutiny.

The Approach

Our Advisors worked with FairPrice to design and deliver a Crisis Management Training and Scenario Exercise tailored to a simulated cyber breach affecting the Linkpoints system. The exercise was delivered in two escalating phases:

Phase 1: Incident Response

A scenario began with a single loyalty complaint and escalated into a coordinated phishing attack, creating public backlash on social media and eventually raising data breach concerns with national media and regulators.

This phase tested FairPrice's Incident Management Team against realistic injects across customer service, cyber response, and internal communications. It linked directly to Disciplines like:

Phase 2: Crisis Leadership and Public Response

As the scenario intensified, the focus shifted to executive leadership. Live media pressure, PDPC involvement, and internal staff anxiety raised the heat, pushing FairPrice’s Crisis Management Team and Board to navigate live briefings, stakeholder messaging, and public accountability.

Fixinc facilitated a half-day, high-intensity workshop involving Board members, technical teams, and leadership. The exercise was followed by a tailored debrief and full written report highlighting capability, response cohesion, and areas for improvement.

Results and Outcomes

The exercise surfaced key insights around interdepartmental coordination, decision speed, and role clarity under pressure. It strengthened FairPrice’s ability to:

  • Handle rapid escalation from incident to full crisis
  • Communicate consistently across internal and external channels
  • Engage regulators like the PDPC with confidence
  • Re-align executive leadership with the plan’s actual activation triggers and comms responsibilities

The tailored scenario also reinforced the importance of validation. As we often say at Fixinc: until it’s tested, it’s draft.

FairPrice walked away not just with feedback, but with capability. The scenario is now a model for future internal drills, and the improvements shaped from this session are embedded in the company’s wider Crisis Management Plan and Resilience Strategy.

FairPrice

Brad
Ollie
Crisis Management
Incident Management
Validation Activities
Service Training
The Fixinc Crisis Management team who supported FairPrice.
01.

How FairPrice validated its crisis leadership with a live cyberattack simulation

When Singapore’s largest grocery retailer needed to pressure-test its crisis plan against a fast-moving cyber threat, Fixinc designed a high-stakes simulation that brought leadership, comms, and IT teams into a single room, and forced them to respond like it was the real thing.

A Fixinc Crisis Management case study with FairPrice
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