Spar opened 18 Eurospar stores simultaneously in Denmark on 22 April. A further 20 Eurospar stores are planned at the beginning of 2011.
According to Spar, the new stores will strengthen independent retailers’ position in Denmark and provide them with an opportunity to grow.
The stores are designed to compete with larger, traditional supermarkets and discounters and will offer a range of more than 500 own label products.
The store opening programme was supported by a consumer advertising campaign comprising TV, digital, door-to-door leafleting and outdoor posters with a chance to win prizes including three minutes of free shopping.
The TV advertisment explains the Eurospar format. Promotional activity will be held over three weeks with a range of activities planned for consumers highlighting the international link between Eurospar stores and local independent retailers. A competition similar to the TV game ‘Deal or No Deal’ will run where consumers will open suitcases in-store, with the biggest prize being a trip to another Eurospar country.
“Danes shop more and more with their local independent retailer and the rapid expansion of Eurospar stores demonstrate Spar is winning market share,” said Gordon Campbell, managing director, Spar International. “Our strength is the combination of effective local shopping possibilities, the attractive concept and the fact that independent retailers are very much in touch with the consumers’ needs. Eurospar offers Danish consumers a competitive alternative to other large supermarkets.”
Among the new stores is a flagship, 900sq m supermarket in Snejbjerg. The store includes a ‘grab a snac’ concept, which is new to the Danish market. ‘Grab a snac’ offers Italian snack products available in one area of the store, bringing food-to-eat into one department. A wine club has also been set up exclusively for Eurospar in co-operation with a prominent Danish wine guru, Jens Petr Lund. Wine club members can collect a case of eight bottles of wine in their Eurospar store each month. Customers can sign up for recipe advice and specific information about selected wines.
Spar was established in Denmark in 1954 and has a turnover of €1,074m with an 8%market share. There are currently 531 of stores in Denmark under the Spar, Eurospar, Superspar and Kwikspar brands.