Spar leads digital activity in symbol sector, retailer claims



Spar: driving digital engagement

Spar: driving digital engagement

Spar UK claims its digital activity is leading the way in UK symbol groups, with its online domain attracting record visitors each month.

Since Spar’s launch into social media in November, the leading convenience symbol group said  it has seen its followers on Twitter grow to over 4,500 while Facebook  fan counts has reached over 17,100 – making it the number one symbol group currently on Facebook.

As a measure of the page’s success, Spar UK was noted as the second most engaged brand on Facebook in March, thanks to a competition offering fans a case of Cassillero del Diablo wine. The post reached an impressive 57,000 people. Meanwhile, Twitter followers have largely been driven by ‘Freebie Friday’ weekly giveaway competitions.

On YouTube, Spar is also developing its presence, with all the TV adverts from the current campaign posted to the Spar UK YouTube channel – clocking up 25,000 views so far.

Plus, the Spar  e-newsletter is growing its numbers, with circulation currently standing at nearly 50,000. The newsletter highlights deals, sales initiatives and promotions.

Thanks to the relaunch of its consumer website in October 2013, Spar reports it has been able to create new sections and pages with fresh, interesting content, product launches and award-winning stores, whilst communicating key brand messages.

New dedicated segments have been added for events, such as the summer section, which showcases the new Spar brand summertime range and offers BBQ tips, simple, summer recipes and a summer festival survival guide. This has resulted in attracting over 70,000 visitors to the site per month.

Aimed at a target market of 20-44 year old women, the Spar UK digital strategy forms a key part of the overall 2014 media plan.

Philippe Rondepierre, Spar UK head of marketing, said: “Digital is an excellent way to engage with our younger audience, and we’ve got lots of new and exciting content planned for the year ahead.

“We plan to amplify our messages within our TV advertising and emphasise Spar as a destination for simple and quick meal solutions through a variety of quick and easy recipes,” he said.

Spar use the online social media reporting resource Social Bakers who record, analyse and report the data of over 150,000 social media organisational pages via Analytics PRO.