Laura Jewell MW, who joined the retailer in May as trading controller for wine, said it had hired an agency to develop a campaign after consumer research showed Spar failed to register on wine drinkers’ radar.
“Essentially there are quite a lot of people who don’t equate Spar with wine – we want to be known as wine enthusiasts, for having a decent range at good value.
“We were surprised at some of the results, some consumers said they found [our wines] better quality and value for money than expected. They also liked
our use of chillers, which we really don’t make enough of – because we have more
chiller space than Tesco Express or Sainsbury’s Local.”
She added that the retailer was also looking at its POS material and had taken
on a PR agency to help it promote the changes it was making as well as publicise
its success in industry awards.
Jewell said that the role of exclusive labels was also a focus, but that it was not looking to cut the number of suppliers, unlike other retailers.
“We have taken on a few more [suppliers]. We are not trying to reduce our
supply base, we don’t have so many that we would need to.”
Jewell said the team was in the process of analysing the 150 core lines in its range and considering a full review.