Spar UK has struck a deal with Immedia Broadcasting to install live satellite radio across its estate in the autumn.
AIM-listed Immedia, which was set up by former Radio I DJ Bruno Brookes, currently broadcasts dedicated material from its Newbury HQ to more than 2,000 c-stores including stores run by Star News, Mills Group, Londis and Texaco; 1,300 Lloyds Pharmacy outlets; 30 Iceland stores; 50 Dixons stores and a Norwegian pharmacy chain.
Branded Spar Live, the new station will feature a mix of news, sport, music, product news and advertising, said Immedia chief executive Brookes. “Impulse Live is comfortably the largest instore media tool in the UK. Out of home and instore marketing have become a new priority.”
Spar marketing director Susan Darbyshire said
Spar had opted for a live radio service after trials at 250 stores had generated positive feedback from suppliers, stores and customers.
Retailers using the Impulse Live station dedicated to c-stores had seen double-digit sales uplifts on products advertised on the airwaves, claimed Brookes.