Spar is looking to target younger shoppers as part of a three-year digital strategy that has seen the re-launch of its consumer website, www.spar.co.uk.
The symbol group plans to test out online sites, including the Spotify music download service, and ‘advertiser funded programming’, which involves TV programme sponsorship and product placement.
Adam Margolin, head of marketing at Spar, told Independent Retail News: “We plan to continue with proven traditional channels, like leaflets, radio and press, but bring in some more modern and innovative channels to test their effectiveness.”
He said Spar was looking at a “mix of media and advertising channels” to target consumers in-store and at the fixture, as well as out of the store and at home. “Spar has a three-year digital strategy, which is focussed on increasing the digital presence externally and digital usage internally,” he said.
Margolin said Spar wanted to strengthen customer perceptions of the “convenience of shopping at Spar, its high-quality service and its roots in the community”.
He added: “We do, however, want to ensure that customers realise the range of products, including own-brand, that our stores stock, the strength of our promotions and that they can buy entire meals at Spar as opposed to just components.”
Margolin said the digital strategy could eventually add more value for customers by providing products not currently stocked in Spar stores, but linked to the content on the website. “This includes non-food e-commerce,” he said.
The re-launched website will highlight Spar’s long connection with UK and European athletics in the run-up to the 2012 Olympics in London. The site also includes a store locator, recipes, food and wine matching ideas and community fund-raising activities.
