The Task

GNL engaged with global retailer SPAR by assisting some of its owner-managed stores with establishing their digital marketing footprints – SPAR Oak Cottage (located in the student city of Grahamstown) and SUPERSPAR Bluewater Bay (located in a Nelson Mandela Bay seaside suburb).

Our Solution

Both stores required unique social media branding and marketing solutions targeting their respective shoppers: established Grahamstown residents, as well as students who come and go depending on the academic year; and a culturally diverse family-orientated residential audience in Nelson Mandela Bay.

GNL created unique and regionally relevant social media marketing solutions, aimed directly at each store’s potential and existing shoppers. This saw their social media presence grow to become the most authoritative, engaging and expansive in their respective areas.

Additionally, GNL established an online shopping portal on WhatsApp for SUPERSPAR Bluewater Bay. This positioned the store as a frontrunner in the “order online & collect” service during the 2020 Covid lockdown, substantially contributing to the store’s turnover.

GNL’s strategic solutions saw each store reach hundreds of thousands of their shoppers and potential shoppers annually. As of 2021, SUPERSPAR Bluewater Bay directly reached a monthly average of 50,000 shoppers and potential shoppers online (roughly falling within a Living Standards Measure of 4-8) within 30km of the store. In addition, up to 10% engaged with the store online  – well above Facebook’s global engagement average for businesses of 1-2%.

GNL has been a solid partner for a variety of needs as my business has evolved. From marketing strategy to social media management, to a digital sales set-up on WhatsApp Business. Not only did my online footprint have a professional feel, but GNL managed to capture our company culture online. Their attentive, hands-on approach has made a real difference and we have seen improvements across the board.
– Nikola Galic, former owner: SUPERSPAR Bluewater Bay.