Advantage is working on more co-operative marketing campaign with high street names in other sectors after announcing a tie up with Spar convenience stores.
Alliances with upmarket names such as Harrods and Harvey Nichols could also be in the offing with a repeat of a campaign it did with Sainsbury’s last year also on the cards.
Advantage chairman John McEwan said last year’s campaigns with Sainsbury’s and Waitrose gave Advantage access to 10 million consumers.
The Spar deal will see it target its customers through radio advertising. A competition to win holidays will spearhead the campaign based around Spar’s sponsorship of the European Athletics Championship in Barcelona.
Advantage will feature in its marketing campaigns and on its websites and customers will be directed to their nearest Advantage agent. Spar has over 2,000 locations in the UK and processes 7.5 million transactions a week. “The reach is phenomenal,” McEwan said.
Asked if the deal with Spar was an overall strategy to target a more mass market audience, McEwan said Spar’s demographic was quite mixed. And he said other retailers like Harrods and Harvey Nichols were among names the consortium will look to work with.