SPAR trial research proves that Digital Media Networks really do work!

Weighted sales increases of up to 44% have been recorded in the pilot of IQ Group's RePromotion digital media network trial in SPAR stores.

Delegates at the MCRS conference heard a detailed presentation of the results of a nine-week research programme, sponsored by POPAI Digital, into the SPAR trial. SPAR Advertising and Promotions Manager, Simon Fisher, outlined the convenience store operator's objectives for the pilot exercise: to evaluate a new advertising medium; maximise TV spend value and the effectiveness of promotions; and increase the average spend per customer.

Head of POPAI Digital, David Williams, then explained the implementation of the programme and described how content was designed to enhance SPAR brand values and complement the relevant PoP. The screens, of varying sizes, show both general category messages and specific advertisements, all in short sharp clips. These are updated every three weeks to correspond with SPAR's promotional periods. Messages vary according to screen location and time of day.

Guy Vaughan, Head of Research for POPAI, presented the results of the research, said that general brand messages on screen achieved average weighted sales increases of 10%, while for price promotions the average weighted increase was 24% - 25% for SPAR Real Deals. An especially interesting finding was that advertised items sustained an average 15% weighted sales increase during the post-promotional period.

The most spectacular results came from 'I Can't Believe It's Not Butter', with weighted increases of 44% during its Real Deal BOGOF promotion and 18% sustained thereafter. But other brands achieved excellent weighted increases too; two three-week multibuy promotions on Kronenbourg 1664 lines resulted in a 25% uplift for the brand over the period; generic brand messages for Weetabix Biscuits and Mini Crunch were accompanied by uplifts of 8% and 10% respectively.

Guinness draught was promoted on screens throughout, with a multibuy in the final three weeks; a price promotion on Guinness Original was featured for the first three weeks. The results - a 28% weighted increase for Guinness over the nine weeks, with a 4% increase for the category as a whole. General promotion of the Bird's Eye brand during weeks seven to nine resulted in a 14% weighted increase during those weeks for the brand - 3% for the category over the whole period.

Commenting on these findings, David Williams said "This research demonstrates the power of digital media networks to build brands and drive sales, when the content is right and screens are appropriately sized and positioned." The participating brands, he explained, were seeking to evaluate the medium, increase awareness and sales and to be recognised as category innovators and IQ is now talking with other brands eager to participate in the next phase of the trial. "We are discussing a wider roll-out with SPAR and expect to be able to make further announcements soon" he added.

Source: POPAI UK-Ireland - 24 February 2004