Spar has launched a new digital strategy to help it better target shoppers - and in particular the millennial generation.

A new mobile-first website will be launched as part of the plans, which follow extensive customer research and data analysis.

The mobile-first website, which is set to go live in early November, is aimed at better connecting customers with stores. It will also increase store visibility and create a new business model platform for brand partnerships.

Laura McNally, Spar UK marketing manager, said: “Access to the internet using mobile devices has almost tripled in the past three years.

“It is crucial that we use these platforms to engage with millennials, a key target market for Spar. We plan to do this by refocusing and investing in digital activity that supports the brand’s key values of fresh, service, local and quality.”

Alongside this, a HyperLocal search campaign has been launched in Northern Ireland, which is already showing a month-on-month click through increase of 26%.

Meanwhile, Spar’s Shop & Win campaign has seen a redemption rate of 20% since it returned on 1 September.

The campaign has reached its target audience, with 64% of entrants female, and 17% of customers have entered five or more times. This phase of the shopper marketing drive sees more than 100,000 prizes up for grabs, including the grand prize of a new Vauxhall Viva.