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Spar to launch first major mobile marketing drive

07 August 2014 • EssentialRetail

Convenience retail chain Spar is to launch a mobile marketing campaign that it hopes will drive traffic in-store and help improve engagement with younger customers.

Spar is looking to drive customers to its stores and engage with a younger audience via its first major mobile marketing campaign.

Ready for launch on Monday, ‘Shop & Win’ will take the form of a daily draw and will give shoppers a chance to win free product vouchers or money-off coupons.

To enter, shoppers in Great Britain will need to 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.

Product coupons will be sent to mobile winners immediately using technology from digital voucher company i-movo, while every day for six weeks there will be a draw to determine the winner of the daily iPad Air top prize.

The free products and money-off coupons will include various ranges, including Cadbury’s Fingers, Alberto Balsam shampoo and Tropicana juice. Shoppers can also enter the draw online via a special microsite.

Research from Spar suggests there is significant scope for the retailer to increase recognition and loyalty among 18- to 44-year-olds, which has prompted a number of new intiatives in recent months. As part of this drive to attract a younger shopper demographic, Spar has actively ramped up its email marketing and social media activity since last year.

Spar UK’s marketing manager Andy Burt said he is confident the campaign, which is being coordinated by the Blue Chip agency, will drive footfall to the retailer’s stores.

“This is an exciting time for Spar as it is important that we engage with a younger audience,” he explained.

“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.”

Earlier this week Spar launched a series of new TV adverts, which are part of its £3 million marketing campaign for the year.

A ten-second bolt-on, featuring the ‘Shop & Win’ mobile marketing drive, will be added to the August TV ad campaign between 12-25 August.

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