Spar has unveiled a new digital strategy in a bid to be more responsive to the increased pace of change within the convenience sector. The launch follows an extensive phase of customer research and data analysis.
The digital plans include the launch of a new mobile first website that better connects customers with stores, set to go live in early November. The website will increase store visibility and create a new business model platform for brand partnerships.
Alongside this, a HyperLocal search campaign has launched in Northern Ireland, which is already showing a month-on-month click through increase of 26%.
Laura McNally, Spar UK Marketing Manager, said: “Access to the internet using mobile devices has almost tripled in the past three years. It is crucial that we use these platforms to engage with millennials, a key target market for Spar.
“We plan to do this by refocusing and investing in digital activity that supports the brand’s key values of fresh, service, local and quality.”
Meanwhile, Spar’s award-winning Shop & Win campaign has seen a redemption rate of 20% since it returned on 1st September. Spar says the campaign has reached its target audience, with 64% of entrants female, and 17% of customers entering five or more times.
This phase of the shopper marketing drive sees more than 100,000 prizes up for grabs worth over £150,000 in total, including the grand prize of a brand new Vauxhall Viva.