Communication campaigns
To keep customers informed, all new health and safety measures taken within SPAR stores have been shared through social networks and instore posters. These communications are complemented by details about how to reduce the spread of the disease through precautionary measures taken at home.
During the initial phase of the lockdown, SPAR Ukraine assured customers that stores had sufficient stocks of all essential items and urged them not to hoard or panic buy. Since the lockdown began, customers are visiting supermarkets less frequently but buying more items during each visit.
SPAR Ukraine shared social media messaging, developed by SPAR International, thanking customers for their patience and understanding at this time and praising colleagues for their dedication and commitment.
The next step was to introduce an information campaign for consumers highlighting foods which can boost the immune system. This was also shared through social media and instore posters.
Easter charity
Recognising that many customers would be unable to celebrate Easter due to economic difficulties, SPAR prepared 10,000 Easter gifts, including traditional breads, cereal, and cookies, for the less fortunate in society.
Social loyalty card holders (which include pensioners, large families, and those in need of support) will receive a bonus of 70 UAH (€2.40) to spend on any item in SPAR stores between 13 and 26 April. To qualify the card holder had to be registered in the system as at April 6. Additionally, cardholders can purchase Easter items at reduced prices.
This charity initiative is being funded voluntarily by all colleagues within SPAR Ukraine because they support the motto ‘we are not rich but together we can help’.
Online retailing
Residents in 18 cities have been enjoying for some time SPAR Ukraine’s full online shopping solution, which is managed by each SPAR store individually. Following the lockdown, online purchases increased both in frequency and in value, with turnover growth increasing six-fold and the average basket spend increasing to 700 UAH (€24). There is no minimum order value, but there is a delivery fee for smaller orders, whilst orders above 250 UAH (€8.45) are delivered for free within the same city.
Home deliveries are made between 9 a.m. and 9 p.m., but customers can also collect their order at the nearest SPAR store during normal opening hours. Due to the success of the online store, the intention is to roll out this option to more cities in the coming months.
Source: SPAR Ukraine
About SPAR Ukraine
SPAR was launched in Ukraine in 2001 with the opening of the first SPAR Supermarket. Since then, independent retailers have continued to bring the brand to local consumers in a number of cities.
SPAR has experienced a lot of change in Ukraine over the past few years and on 1 December 2016, a new licence was granted to Volwest LLC, a retailer with a strong track record of partnering with independent retailers. Volwest works with all SPAR retailers to strengthen the brand presence in the country, opening new convenience stores, supermarkets and hypermarkets.
