SPAR’S Shop & Win 3: The Award-Winner Returns Bigger Than Ever

1st September 2015

Following the staggering success to date of SPAR’s Shop & Win campaign devised by Blue Chip, it is set to return to reward more shoppers than ever before from September 1st 2015.

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

The 1000s of daily prizes comprise luxury hotel breaks from Laterooms.com, fashion vouchers, £100 cash rewards and mobile vouchers from partner brands including Galaxy, Tropicana and Nature Valley plus a number of award-winning SPAR brand lines.

For the first time in a Shop & Win promotion, shoppers can also earn SPAR Digital Stamps to claim additional rewards throughout the campaign and thus further drive loyalty.

The first phase of Shop & Win kicked off for six weeks in August 2014, but after significantly exceeding expectations it ran for a second six-week phase in January 2015, which also saw the introduction of a virtual scratch card game, accessed via shoppers’ mobile phones.

With a combined giveaway value of over £250,000, it was the largest-ever mobile voucher promotion run by a convenience retailer.

It was also one of the most engaging, achieving a compliance rate of 85% across the entire SPAR estate.

Customer reaction far exceeded industry standards, with a total of 300,000 entries and over 40,000 mobile vouchers (almost one in three of those issued) being redeemed in-store.

All in all the activity has driven incremental sales of £750,000 to date.

Andy Burt, SPAR UK Senior Marketing Manager, said: “The Shop & Win campaign has not only allowed SPAR to increase basket spend and encourage a younger consumer to start shopping with SPAR, but has also been widely supported by our independent retail estate.

“We’ve achieved this by going beyond traditional retailer-led shopper marketing techniques, to engage our tech-savvy target market with frequency-driving mobile vouchers that can be instantly redeemed at participating stores.”

“This was all achieved without the need to invest in the costly deployment of new hardware into store,” he said.

The latest campaign will be backed up by a suite of in-store POS and visuals, as well as digital and social media support. There will also be rewards for retailers for in-store implementation and redemption rates.

Shop & Win has already been recognised for its success by the marketing industry, with four award wins this summer.

It took Gold in the Mobile category and Silver for Retail at the Institute of Promotional Marketing Awards. At the Loyalty awards, the campaign took the accolade for coupon or voucher based Loyalty Programme of the Year. At the Ulster Marketing Awards it won Best In Store Consumer Sales Promotion.

The same winning team is on-board for delivering the campaign, with Blue Chip Marketing behind promotional strategy, execution and lead prize partner negotiations, i-movo, on mobile vouchers and Danish company Gametation on the mobile scratchcard element.