Spar UK aims to become digital leader in convenience with new strategy


Spar UK claims it is set to become a digital leader in the convenience sector, with the launch of a new digital strategy that is even more adaptive to today’s consumers.

Following an extensive phase of customer research and data analysis, Spar has developed a new digital strategy that will help it be even more responsive to the increased pace of change within the convenience sector.

The digital plans include the launch of a new mobile first website that better connects customers with stores, set to go live in early November.

The website will increase store visibility and create a new business model platform for brand partnerships.

Alongside this, a HyperLocal search campaign has been launched in Northern Ireland, which is already showing a month-on-month click through increase of 26%.

Laura McNally, Spar UK marketing manager, said: “Access to the internet using mobile devices has almost tripled in the past three years.

“It is crucial that we use these platforms to engage with millennials, a key target market for Spar.

“We plan to do this by refocusing and investing in digital activity that supports the brands key values of fresh, service, local and quality,” she said.

Spar is working with Manchester based agency The Common Good to deliver the digital strategy.

Meanwhile, Spar’s hugely successful and award winning Shop & Win campaign has seen an exceptional redemption rate of 20% since it returned on September 1st 2015.

The campaign has reached its target audience, with 64% of entrants female, and 17% of customers have entered five or more times.

This phase of the shopper marketing drive sees more than 100,000 prizes up for grabs worth over £150,000, including the incredible grand prize of a brand new Vauxhall VIVA.