Shop & Win returns to SPAR with Vauxhall Viva as grand prize
Wednesday August 26, 2015 at 9:21am
Following the success of two previous SPAR Shop & Win campaigns, the convenience store symbol group is launching a new version of the promotion. This next phase of the award-winning Shop & Win will see more than 100,000 prizes on offer with a total value of £150,000, including the grand prize of a brand new Vauxhall VIVA. The promotion, created for SPAR by integrated marketing agency Blue Chip, returns to participating stores from September 1st 2015. The thousands of daily prizes include 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. This element has been added in to 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. Taken together, the first two phases saw a combined giveaway value of over £250,000, making it 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, says: “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. Burt adds: “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.” 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. The earlier Shop & Win campaigns have won a number of awards, including Gold in the Mobile category and Silver for Retail in the Institute of Promotional Marketing Awards 2015 and Coupon- or Voucher-Based Loyalty Programme of the Year at the Loyalty awards. Blue Chip Marketing is again responsible for the promotional strategy, execution and lead prize partner negotiations with digital voucher specialist i-movo again delivering the mobile vouchers. Danish company Gametation is handling the mobile scratchcard element.