Spar Launches Digital Sales Promotion

October 1, 2009

Convenience retailer Spar UK has launched a digital sales promotion aimed at increasing brand awareness and driving own-brand sales.

The promotion has been developed with AgencyDMG, the UK’s biggest digital marketing agency, as part of Spar’s three-year digital brand strategy, which includes a new website launching later this year.

At the heart of the promotion is a viral game ‘Shelf Sniper’ – a 10-level shooting game where the player has to scan Spar own-brand products depicting different eating occasions, such as an office (lunchtime) and a garden (BBQ).

Promotion supports newly relaunched own label range

Scan own label products to receive vouchers

Spar digital promotion: Shelf Sniper

Players progress to the next level after notching up a certain score, with each level getting increasingly difficult. After completing level one, the player can enter their details to receive a £1 off voucher to redeem in-store when spending £10 or more. Players also have the opportunity to take part in a prize draw to win a £1,000 cash prize and weekly £50 cash prizes.

In-store POS material designed by AgencyDMG, including shelf barkers and posters, will attempt to drive consumers to the game from in-store.

The promotion is part of an integrated campaign - including TV, press and radio - aimed at communicating the quality, range and value of Spar’s re-launched own-brand range; and the convenience of shopping at its stores.

Adam Margolin, head of marketing support for Spar UK, said: “With the ‘Shelf Sniper’ Game we are communicating the range, different eating occasions for, and convenience of Spar’s own-brand products and the key message that with Spar quality own-brand is now at hand. The in-store communications will drive traffic to the game, the cash prize will incentivise playing over a period of time whilst capturing valuable consumer data, and the vouchers will drive traffic in-store to increase basket spend and further build brand engagement.”

Matt Ramsay, client director AgencyDMG, added: “Bringing together the best in sales promotion strategy with viral as the digital delivery mechanism, the promotion is part of our strategy to help Spar create measurable activation and long-term engagement with its target audience.”