Spar’s multi award-winning footfall driving campaign Shop & Win has engaged more shoppers than ever in 2017, thanks to the launch of new, innovative initiatives including a virtual scratch card game and a Facebook ‘Selfie’ competition.
This summer, the campaign ran alongside SPAR’s new 60th anniversary in-store deals event, giving customers the chance to win an incredible £60,000 worth of prizes, including a massive £10,000 grand prize.
Through the nine weeks of the campaign from 15 June to 17 August, there were 86,370 total plays from 24,890 individual players, representing on average 300 more plays per week compared to 2016.
This year’s campaign also saw a higher average basket spend of £9.67 compared to £8.33 last year, and a higher average voucher redemption rate of 34% compared to 32% in 2016.
There was also a 97% redemption rate on the £60,000 of cash prizes, while the top cash prize of £10,000 was won by a Spar shopper in Droylsden, Manchester.
This success is as a result of the exciting new developments in this year’s campaign, which were aimed at improving customer engagement, said Laura McNally, Spar UK marketing controller.
“We are really proud of the success of the 2017 Shop & Win campaign, which is down to both our new initiatives, and the fantastic support and engagement we’ve had with the activity from our retailers.
“The new virtual scratch card game, which allowed customers the chance to win instant product vouchers, proved to be hugely popular with shoppers who enjoyed the game element,” said McNally.
Customers were also encouraged to enter a Spar Selfie competition for the first time this year, which gave them the chance to win a £60 cash voucher by taking a selfie of themselves with their winning product and uploading it on Facebook.
“The Selfie competition drove a huge amount of traffic and organic content to SPAR UK’s Facebook page, with over 500 entrants over the nine weeks,” said McNally. “This was the most organic user content on Facebook that SPAR UK has ever had.”
Since SPAR developed Shop & Win in 2014, the mobile marketing campaign has generated 600,000 entries, and won 11 industry awards.