SPAR bags £1.4m revenue uplift with a fully-integrated strategy

SPAR provides local communities with great deals, award-winning food & drink and in-store services. But SPAR deals are only great if people know about them. ClickThrough set out to respond to changing consumer behaviour and offer customers a more convenient way to shop.

We aimed to do this by identifying and addressing their key challenges; competitive audiences, changes in consumerism, the growth of access to technology as a shopping tool and refreshing customers memories of SPAR through social channels.

The Objective

SPAR’s brief to us was to raise store footfall by 10%, with the aim of increasing in-store revenue. This helped us to simplify our approach and gave us space to get really inspired. Creating a multi-channel campaign, we set out to achieve:

• 10% uplift in visits to SPAR’s ‘find your local store’ page
• 4.5m impressions across all channels
• 10% increase in store footfall from organic sessions
• 1% increase in store revenue

We hoped to achieve this by working to improve existing visibility. The result was SEO optimisation, a content enrichment project and a multi-channel campaign.

The Strategy

To drive the local search needed and meet the challenges and customer needs, SPAR’s strategic focus included:

• Growing organic search traffic by optimising key pages for local search and awareness, including recipes and offers
• Driving customers to local stores through targeted advertising and offer redemptions
• Achieving consistent engagement through targeted prospecting and remarketing

Creating uplift in website visits, footfall and revenue for SPAR’s 2,600 nationwide stores required a multi-channel approach looking at improving SEO, creating engaging content and utilising social channels to actively compete for retail spend and growing awareness

Creating Organic Uplift with SEO
We focused on growing organic traffic with:

• Technical SEO checks and remedial action
• Link audits and acquisition
• Structured data recommendations and implementation
• A revised content strategy

Utilising Paid Media and Social
To achieve maximum reach across paid social, several channels were utilised:

• Facebook
• Instagram
• Google Display Ads (GDN)
• YouTube

Pushing for Engagement
Our approach for SPAR was to achieve consistent engagement, looking at:

• Paid social media focusing on larger promotions
• Prize draw giveaways
• Animated videos
• Remarketing

The Outcome

The campaign was incredibly successful. Not only did we achieve more than six times over the original 10% uplift target, but we also saw extremely positive results across each of the digital channels:

Organic

• 73% uplift in visits to the ‘find your local store’ page of the website
• 87,400 increase in-store footfall
• 122% increase in organic revenue YoY (£446k)

Paid Social

• 8m impressions with 30k clicks with 24k conversions (81.25%)
• 18,000 increase in-store footfall
• £93,000 additional revenue

Display

• 26m impressions with 328k clicks and 212k conversions (64.96%)
• 153k in-store footfall adding revenue of £797k

YouTube - https://www.youtube.com/watch?v=FrfFQAKPpGs

• 1.9m impressions with 767k views and 8k conversions (75.99%)
• Video played to 75% of the way through = 50.25%
• 6,000 in-store footfall adding revenue of £30k

TARGET

1. 10% uplift in visits to SPAR’s ‘find your local store’ page
2. 4.5m impressions across all channels
3. 10% increase in store footfall from organic sessions
4. 1% increase in store revenue

RESULT

1. 73% uplift in visits to SPAR’s ‘find your local store’ page
2. 35.9m impressions across all channels
3. 122% increase in store footfall from organic sessions
4. 13% increase in store revenue

Note from SPAR

“Increasing our online visibility and its impact on revenue has far exceeded our expectations.” Laura Webb, SPAR

Awards

We are proud to announce that this campaign has been shortlisted for several awards including UK Agency Awards 2020 and Global Search Awards 2020.