Spar Unveils Its First Mobile Marketing Drive

sparUK store group Spar has launched its first major mobile marketing drive, aimed at engaging a younger audience.

The campaign, called Shop & Win, was made in conjunction with I-movo and is co-ordinated by Blue Chip. Through partnerships with brands including Cadburys McVities, Coca Cola, Mars and Walkers, it offers daily prizes and coupons for customers who text in with the last four digits of their till receipt number.

The promotion will run across more that 1,900 of Spars UK stores, and will be accompanied by TV and radio advertising, social media activity, extensive point of sale promotions and a dedicated website.

“This is an exciting time for Spar as it is important that we engage with a younger audience,” said Andy Burt, marketing manager of Spar UK. “The deployment of mobile vouchers enables us to ensure that we have a secure method of rewarding our customers.

“Real-time reporting also allows us to manage the performance during the campaign and provide us with the ability to react quickly to changing market conditions. We are particularly please to have worked with Blue Chip and I-movo on this, our first major national mobile marketing campaign. We are confident that the drive will increase footfall into our stores over the coming weeks.”

“The very nature of this initiative – delivering rewards over mobile – will encourage re-appraisal of Spar amongst younger shoppers, who are yet to see major supermarkets use mobile couponing in a meaningful way,” said Myrtle Doyle, head of Blue Chips London office. “The campaign, developed using our expertise with convenience shoppers, will change shopper behaviour and is perhaps a glimpse into the future – showing what can be achieved when mobile coupon redemption systems exist at the till.”