Spar to re-run ‘Shop & Win’ mobile campaign following summer success
Spar UK is to repeat its ‘Shop & Win’ mobile campaign after noting a 65 per cent increase in basket spend among main prize winners after it first ran this August.
The summer campaign set out to attract younger shoppers by offering daily prizes, instant money-off and free product mobile vouchers when they bought a product in-store and text their receipt code to a dedicated number.
There was a redemption rate of 17 per cent and a 65 per cent increase in basket spend among main prize winners (against the average for the time of year), which Spar said “considerably exceeded expectations”.
For the new campaign, which will launch in early January 2015, Spar has turned to gamification to better interact with shoppers and has created a mobile touch-screen scratch-card game which they play to win vouchers.
In anticipation of the same success as the initial campaign, the supermarket has also increased the number of vouchers it plans to distribute by over 20 per cent.
The digital voucher distribution has been handled by i-movo while Blue Chip, Spar’s promotional strategy and shopper activation agency, has managed the wider campaign which includes TV, in-store radio, social media activity, extensive point of sale and a dedicated website.
Spar’s senior marketing manager, Andy Burt, added that brands such as Coca-Cola and Heineken are also fully behind the promotion.
“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.
The campaign will run across 2,000 of Spar's 2,400 stores in the UK.