innovative customer engagement in spirits category @ spar · private & confidential • brand...

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• 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