Spar UK’s Shop & Win mobile promotional campaign is coming back to stores in January, thanks to the success of the campaign earlier this year – and this time around it’s going to be even bigger and better, the retailer reports.
Like the previous campaign in August, Shop & Win will target younger audiences with a mobile marketing drive offering daily prizes supported by instant free and money off product mobile vouchers. These include household name brands such as Coca-Cola, Mars, Heineken, Molson Coors and Muller and will be delivered direct to mobile devices to be redeemed in participating Spa stores.
Shop & Win is managed by Blue Chip, the promotional strategy and shopper activation agency.
With a significant number of entries in August, a way-above-average redemption rate of 17% and a 65% increase in basket spend among main prize winners (against the average for the time of year), the summer promotion considerably exceeded expectations, said Spar.
When the new campaign starts on 5 January, a £500 cash prize will be up for grabs every day, with Spar increasing the number of mobile vouchers it plans to distribute by over 20%.
New additions will refresh the January campaign. Vouchers will be won by participants playing a touch screen scratch-card game on their mobiles.
Over £150,000 worth of mobile vouchers will be made available, with secure digital voucher distribution and the digital scratch card handled by i-movo.
Using unique codes, Spar’s mobile vouchers will enable Spar stores to be reimbursed within days. There will also be an incentive for the highest-redeeming store in each Spar wholesaler region.
The drive, which runs in nearly 2,000 Spar stores across the UK, will be promoted through TV, in-store radio, social media activity, extensive point of sale and a dedicated website.
Spar’s senior marketing manager, Andy Burt, said: “We were really pleased with the performance of our Shop & Win campaign earlier this year. We were able to connect with a younger audience and reward our loyal customers, whilst ensuring that the campaign was commercially successful.
“Our retailers got fully behind the promotion and supported it heavily in stores, which complemented the other marketing communications we implemented at the time.
“It is important that we build upon this achievement which is why we are deploying brand new features for the next phase in January,” he said.
Myrtle Doyle, who heads up Blue Chip’s London office, said: “We’re really proud of the extensive shopper participation the first Shop & Win campaign delivered. Now we’re making it an even stronger offering through digital innovation, to continue to help younger shoppers reappraise Spar.”