Spar UK is looking to increase the profile of its digital platforms over the coming year, as it aims to build on its recent social media and general online development.

The convenience chain only started actively using social media in November 2013, but has grown followers and increased interaction significantly in the months since. It is able to monitor its social media success using online reporting resource Social Bakers, which records, analyses and reports the data of over 150,000 social media organisational pages via Analytics PRO.

Spar's Twitter followers have surpassed 4,500, while its Facebook fan count now stands at over 17,100. The retail chain says it has driven engagement and loyalty on these channels through a series of competitions, including weekly giveaways via its 'Freebie Fridays' Twitter campaign.

Targeting women aged between 20 and 44 years old, in particular, the retailer's digital strategy is set to ramp up further, according to UK head of marketing Philippe Rondepierre. He said: "Digital is an excellent way to engage with our younger audience, and we've got lots of new and exciting content planned for the year ahead.

"We plan to amplify our messages within our TV advertising and emphasise Spar as a destination for simple and quick meal solutions through a variety of quick and easy recipes."

Spar's social activity is part of a wider digital marketing campaign at the company that includes a regular promotional e-newsletter with a circulation of almost 50,000 and increased YouTube activity. A microsite was also launched in June to promote the business's own-brand range, with the portal set to run throughout the summer.

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