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SPAR LAUNCHES FIRST MOBILE MARKETING DRIVE

11 August 2014 • SPAR Press Release

SPAR, the UK’s leading symbol store group, is launching its first major mobile marketing drive on 11 August. Working in conjunction with i-movo, the market leader in secure digital vouchers, the campaign is called ‘Shop & Win. It is the highest value mobile coupon giveaway that i-movo has organised with a convenience retailer.

spar and bluechip  Logo

SPAR LAUNCHES
FIRST MOBILE MARKETING DRIVE

SPAR, the UK’s leading symbol store group, is launching its first major mobile marketing drive on 11 August. Working in conjunction with i-movo, the market leader in secure digital vouchers, the campaign is called ‘Shop & Win. It is the highest value mobile coupon giveaway that i-movo has organised with a convenience retailer.

The ‘Shop & Win’ drive is co-ordinated by Blue Chip, the multi-channel promotional strategy and shopper activation agency appointed by SPAR earlier this year.

‘Shop & Win’ targets younger audiences by offering a daily top prize of an iPad Air™ along with hundreds of instant prizes (redeemable immediately in SPAR stores) through partnerships with brands including Cadbury’s, McVities, Coca Cola, Mars and Walkers. The drive will be promoted through TV & radio advertising, social media activity, extensive point of sale and a dedicated website.

The promotion runs across more than 1,900 of SPAR’s UK stores, attracting new customers into store as well as increasing visit frequency of existing SPAR shoppers.

To enter the daily draw and for the chance to win free product vouchers or money-off coupons, shoppers in Great Britain text SPAR plus the last four digits of their till receipt number, while those in Northern Ireland text SHOP plus the last four digits of their till receipt number. Alternatively, shoppers can enter for free online at www.spar.co.uk/win.

Product coupons will be sent to mobile winners immediately using digital voucher partner i-movo. Free products and money-off coupons will run across dozens of products including, Cadbury’s Fingers, Alberto Balsam shampoo, Oreo cone ice-cream, Malibu and Tropicana juice. And every day for six weeks, a draw will determine the winner of the daily iPad Air™ top prize.

The targeting profile of 18-44 year olds follows research conducted on behalf of SPAR. That research revealed that although SPAR has high recognition and loyalty from older shoppers, there is scope for significant growth in other areas.

SPAR UK’s Marketing Manager Andy Burt said: “This is an exciting time for SPAR as it is important that we engage with a younger audience,

“The deployment of mobile vouchers enables us to ensure that we have a secure method of rewarding our customers. Real-time reporting also allows us to manage the performance during the campaign and provide us with the ability to react quickly to changing market conditions” he added.

“We are particularly pleased to have worked with Blue Chip and i-movo on this, our first major national mobile marketing campaign. We are confident that the drive will increase footfall into our stores over the coming weeks.”
Myrtle Doyle, who heads up Blue Chip’s London office said: “The very nature of this initiative – delivering rewards over mobile – will encourage re-appraisal of SPAR amongst younger shoppers, who are yet to see major supermarkets use mobile couponing in a meaningful way. The campaign, developed using our expertise with convenience shoppers, will change shopper behaviour and is perhaps a glimpse into the future – showing what can be achieved when mobile coupon redemption systems exists at the till.”
A ten-second bolt on will be added to the SPAR August TV advertising campaign to feature ‘Shop & Win’ between 12 – 25 August.

Ends

FOR FURTHER INFORMATION PLEASE CONTACT:
Blue Chip London: Andrew Thatcher or Myrtle Doyle on 0207 998 0110
i-movo: David Tymm on 020 7960 2571
On behalf of SPAR UK:
Eimear Andersen, Tansor PR: 07855 362 680 eimear@tansor.co.uk

editors notes
bluechip logo
• Passionate champions and best practice specialists of multi-channel promotional strategy and shopper activation
• The UK’s Most Recommended (by clients) Promotional Marketing Agency (RAR+ Awards 2013)
• Formed over 20 years ago and still proudly independent
• The agency enjoys substantive, long term relationships with businesses including Kellogg’s, O2, and 3M
• Blue Chip is proud of its staff training, investment and excellent levels of staff retention
• Blue Chip believes in knowledge-driven planning;
o The agency undertakes regular focus groups to inform its planning
o The agency gathers and maintains unique databases of promotional redemption rates and historic, industry-wide records and images of UK promotions
• The agency has an unrivalled collection of awards for promotional effectiveness at UK, European and Global level – over 100 awards and counting
• Blue Chip has offices in Manchester and London

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SPAR’s network comprises of over 2,300 stores across the UK, all of which are independently owned or managed by people who live in the communities they serve. The stores have over 50,000 employees and a turnover in excess of £2.7 billion.

Established in the UK in 1957, SPAR has a long heritage of supporting this network of independent retailers. As a symbol group, individual SPAR members remain independent but enjoy access to collective buying and the marketing power of the SPAR brand. SPAR’s approach means that every SPAR store is tailor-made to suit the needs of its customers wherever it serves them, offering a genuinely local experience for shoppers.

www.spar.co.uk