Commenting on the launch, Mr Rajeev Krishnan, SPAR India Managing Director & CEO, said: “At SPAR, our aim is to enrich the shopping experience of our customers. The new SPAR store at Vega City Mall is a big step in this journey. It has been designed to offer value in an engaging and interactive environment. We have used technology and product in new ways to deliver a truly amazing experience. We are on an incredible journey which started in Bangalore 10 years ago and we never cease to be delighted by the love and affection of the city. As we open our 19th store here, we would like to thank our customers and partners for their support in making this store a reality.”
A highly targeted digital campaign was launched on 7 January for Bangalore residents with the prime objective of creating awareness and excitement about the new store launch. The highlight of this campaign was an integrated online-offline idea – LOOTMAAR – an opportunity to do a 60 second shopping dash in the new SPAR Vega City store. The participants were asked to take part in a game where they had to choose the right route to reach a shopping cart, tag three friends who are in Bangalore and tell us why they should be chosen as SPAR’s no. 1 “lootmaar”. From the entries on Facebook, Instagram and Twitter, five lucky winners were chosen to take part in the shopping dash on 13 January.
Another positive event for SPAR India recently was its hashtag trending campaign, #SPARVegaCity, which ranked second overall on Twitter in India. Twitter users discussed the various features of the new store and showed appreciation for the fact that SPAR has opened in this new location. The campaign gained more reach through coverage by some well known bloggers and Facebook communities.
SPAR seeks to deliver on its four core pillars of Freshness, Choice, Value and Service. The new store at Vega City Mall fulfils all of these principles with the addition of new categories such as the Wonder Years entertainment section for kids, a new Beauty department, Grandma’s Corner with products that remind one of their childhood, Taste of India, Taste the World, SPAR Natural and more.
The store also makes use of innovative technologies such as self-assist kiosks to help customers navigate the store and an interactive digital SPAR Studio, which gives customers a 3D experience of products they wish to purchase before making their final choice.
The technology team has also improved the back-end efficiency for faster billing and self checkout counters have been installed to save customers time. As an added convenience feature, home-delivery is offered through SPAR India’s omni-channel service, allowing customers to shop online.
As a commitment to the community, all staff members have been hired locally.
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In August 2014, SPAR International and Max Hypermarkets entered into a partnership agreement to develop the brand across the country. Max Hypermarkets is operated by the Landmark Group, a retail group headquartered in Dubai. SPAR India has focused development on the SPAR Hypermarket format, rolling out into new cities and with tailored solutions to meet shopper needs.