Spar's new digital strategy will see the convenience chain launching a mobile-first website early next month.

The website will increase store visibility, connecting customers with its 2,400 shops across the UK. The website also plans to create a new business model platform for brand partnerships. It is working with The Common Good agency to deliver the digital strategy.

Laura McNally, Spar's 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 brands key values of fresh, service, local and quality," she added. 

In addition, Spar is conducting a HyperLocal search campaign in Northern Ireland which is showing a month-on-month click through increase of 26%.

Last month, the convenience retailer unveiled a new TV advertising campaign, backed up with digital activity. The Shop & Win campaign has seen redemption rates hit 20% since launch, reaching its target audience of 20-44 year old females.