Spar: Steigerung der Verkaufszahlen am POS
Der Schweizer Lebensmittelmarkt SPAR steht für hochwertige Produktqualität und legt einen klaren Fokus auf Frische sowie gesunde Ernährung. Oft fungieren SPAR Märkte als der Supermarkt in der Nachbarschaft, was die lokale Verbundenheit zum Konsumenten stärkt. Durch die gezielte Kampagne in der Bring! App konnte SPAR die Bekanntheit der Eigenmarke stärken, neue Kund:innen gewinnen und durch die gezielte Angebotskommunikation während der Einkaufsplanung die Warenkorbgrösse ausbauen. Alle Details und Ergebnisse zu der Kampagne könnt ihr hier nachlesen:
Results
3.5 million
Total impressions during the term
134.218
Commitment was generated
3.9%
Engagement rate was achieved
Switzerland
The campaign was played out in Germany.
Bring! Offers
The ‘Bring! Offers' integration embeds offers natively into the context of planning grocery shopping. When users search for a product, they saw the matching SPAR offer with all the relevant information and could add it to their shopping list with just one click.
In the ‘Offers’ tab of the Bring! App, SPAR's full weekly promotions were natively integrated into a retailer's own offers page. Users were able to discover further offers filtered by category. In addition, suitable offers were displayed to users for their own shopping list. If, for example, baguettes or butter were added, the corresponding offers were presented, enabling personalised offer communication.
Attention for the private label
A special feature: in the offers tab, users were able to discover other weekly promotions and articles from SPAR's own brand ‘N°1’ in addition to suitable offers. Thanks to the filter options, users were able to easily switch between different product categories. By clicking on the respective offer, it was seamlessly added to their shopping list.
Conclusion
SPAR's campaign in the Bring! App was extremely successful. By integrating the SPAR offers, they were natively integrated into users' grocery planning. This led to personalised and targeted communication of the offers at the right time.
The campaign achieved three main objectives:
Acquiring new customers by increasing shopping trips
Increasing the size of the shopping cart through more extensive shopping lists
Strengthening the SPAR private label ‘N°1’ through native integration of weekly promotions
The success of the SPAR own brand ‘N°1’ is particularly noteworthy. The continuous integration has significantly increased the visibility of the products. Every sixth SPAR item added to the shopping list was a SPAR Own Brand ‘N°1’ product. This underlines the success of the campaign and shows the positive response from consumers in Switzerland.
