innovative customer engagement in spirits category @ spar · private & confidential • brand...
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Private & Confidential
• Brand Partner: Sula Vineyards
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Innovative Customer Engagement in Spirits Category @ Spar
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Challenges in Spirits Category:§ Cannot be promoted.§ Challenges in conveying value benefits.§ No internal and external branding.§ Category tied-up with regulations.§ Head winds to push sales beyond placing stocks on shelves.
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Breaking Barriers to stay ahead of curve…
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Reasons to create innovative ways to engage§ To create awareness about the
category.§ Create excitement in the counter and
indulge.§ Continuous engagement with
customers.§ To increase customer base.§ To make Spar destination in retail segment.
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Engagements Done with Brands:§ Grape Stomping, partnered by
Sula Vineyards§ Mocktail Session by Bartenders,
partnered by Bacardi.§ Customized labeling for gifting,
partnered by Diageo
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Grape Stomping Activity:
§ Partnership between Spar and Sula.§ Create a fun based activity around the theme.§ To create awareness about Indian wines.§ To help increase wine customers base.§ To increase sales of wine and other products.
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Grape Stomping Activity: q Done at entrance of
store.q No mention of
wine/sprits.q Activity associated
with traditional practice.
q Invitations open for all, from kids to elders.
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Campaign Details: - SMS Campaign: To loyal customer base.
- Social Media Campaign: @ Spar India Facebook Page.
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Live better. Spend less
Private & Confidential
Live better. Spend less
Private & Confidential
Private & ConfidentialLive better. Spend less
Sale Growth of Spirits during peak sale months
02
46
810
Same Store Growth (%)
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Win-Win for Spar as well as Sula