Henderson Group, the Northern Ireland Spar distributor, has launched a new music download initiative for customers who spend £5 or more in store.

Customers will be able to download a tune with the 1p reward from Spartunes.com, where they will be able to access a library of music.

Recent research shows that Spar’s target consumer group, shoppers aged between 35- and 54-years-old, have become the biggest online music buyers after the 25- 34-year-old age group (Kantar Worldpanel online retail insight report, November 2012).

The initiative is also a response to the fact that 99% of the UK’s singles market is now digital.

“With the growing popularity of the new Spar NI facebook and the launch of a dedicated Spar website, www.spar-ni.co.uk, this latest initiative will fit perfectly with our customer base who are clearly switched on to the digital era,” said Bronagh Henderson, marketing manager at Henderson Group.

Spar Tunes vouchers will be offered during the customer’s payment transaction. They can then go online to www.spartunes.com, enter the unique pin code on their voucher, search the music library from over four million tracks, which are updated weekly, and download the music onto their computer or mp3 device.

The library is packed with artists from major record labels including Sony, Warner, EMI and Universal, and comes with a full search and preview functionality.

Spar Tunes will be marketed with an extensive POS suite, leaflets distributed across Northern Ireland by Royal Mail, radio, press and online advertising, plus a province-wide outdoor campaign.