Marketing investments pay off for Henderson Group at Industry Awards

16 June 2015

The Group, which owns the SPAR and EUROSPAR franchises in Northern Ireland, invested £3.6 Million in marketing in 2014, and was awarded winner of Best In Store Consumer Sales Promotion, winner of the Green Retailer of the Year and highly commended in the Best Marketing Campaign category.

The award for Best In Store Consumer Sales Promotion was in recognition of the highly engaging and interactive SPAR Shop & Win Promotion, which was rolled out to 285 stores across Northern Ireland. The campaign was designed to drive shopper loyalty and frequency across the province by rewarding shoppers with instant prizes and the chance to win a top daily prize. The campaign allowed SPAR NI to shift the needle against strong competition in the convenience channel and deliver on core marketing objectives.

Results over a six week period included a sales increase across the SPAR estate of 8%, with an increased footfall of 4%, a 56% redemption rate in vouchers from shoppers, and 85% backing from the SPAR retail estate in terms of participation and compliance.

Other successes on the night included the Green Retailer Award of the Year, won by Henderson Retail for their environmental ethos, which remains at the heart of the business. By working with employees and suppliers, new procedures and practices have been implemented through a two-year, £700,000 investment programme in 2013/14, which aimed to reduce impact on the environment by focusing on waste and energy management.

Finally, the team were Highly Commended in the Best Marketing Campaign category, thanks to the £350,000 investment in the “Hearts and Minds” Christmas Campaign. The creative, which bravely invested heavily in building an emotional affinity with customers, played a major role in delivering a record sales performance over the competitive two week Christmas season (+2.7%), which surpassed every sales target set.

Head of Brand Marketing, Brenda Mulligan commented on the wins, saying; “The recent success at the Ulster Grocer Marketing Awards is a great reminder of our successful year, getting to know our customers even better, and establishing a trusting and loyal connection with them.

“From the development of our first non-product led campaign at Christmas, to the everyday promotions we bring to our customers in store, we’re delighted for it all to be recognised within the industry and to deliver results for our retailers.”

So far in 2015, the Group has invested £4M in their marketing strategies, which includes the launch of the new, fresh SPAR own brand line, enjoy local, which supports 22 of Northern Ireland’s finest farmers, growers and suppliers through 126 products, to deliver a better everyday shopping experience in over 400 stores across the country.

Marketing investments pay off for Henderson Group at Industry Awards