Elevating DFI Retail Group’s Brand Purpose, Employer Value Proposition and Group Profile
DFI Retail Group is a leading Asian retailer, driven by its purpose to “Sustainably Serve Asia for Generations with Everyday Moments”.
The Group is dedicated to delivering quality, value and service to Asian consumers through a compelling retail experience and a commitment to sustainability. It operates a portfolio of well-known brands across health and beauty, convenience, food, home furnishings and restaurants.
In 2024, DFI launched a new corporate purpose—“Sustainably Serve Asia for Generations with Everyday Moments”—and rolled out the Team Member Value Proposition—“Create Possibilities Every Day”.
The previous site was due for an update to better reflect DFI’s evolving brand and purpose, to strengthen investor engagement and enhance visibility for job seekers.
Management sought a digital experience that would elevate brand storytelling, integrate careers and investors’ content, and future-proof the platform for continual growth.
Digital & Content Strategy
We conducted a comprehensive re-mapping of information architecture to align with the new purpose, with clear gateways into each of the business formats, streamlined access to sustainability narratives and investors information.
UX / UI Design
A modular design system was developed featuring purpose-led visuals and employer branding cues.
Embedded smart search and dynamic filtering in the Careers section, surfaces “Create Possibilities Every Day” alongside job opportunities.
Build
A user-friendly, custom-designed CMS was deployed to enable rapid localisation across all markets while maintaining brand consistency.
This flexible solution allows users to customise pages, rearrange components dynamically and update all content types with minimal training or technical knowledge.
Purpose-led Website
The new website embodies DFI’s Purpose, strengthening alignment with the overarching business strategy and enhancing resonance with target audiences. For example, homepage videos demonstrate how the new Purpose applies across different business formats and highlight DFI’s active role within the community.
Improved User Experience
Improved content segmentation delivers more intuitive and seamless navigation, supported by user-centric features such as enhanced search functionality, dynamic content filters, and quick-access to the latest financial reports.
Enhanced Investor Access, Career Visibility and Real-Time Engagement
An enhanced ‘Investors’ section includes email alerts and updated financial data. A revamped ‘Careers at DFI’ section showcases the Team Member Value Proposition and highlights career growth opportunities. LinkedIn posts and news sections are integrated to deliver timely updates and insights.
