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Bruno Brookes’ firm agrees new Spar radio deal

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In-store media solutions company Immedia Group, which is run by former BBC Radio One presenter Bruno Brookes, has this week signed a new deal with convenience retailer Spar to supply a live radio stream in its stores across the UK.

The five-year contract renewal which could be worth up to £2.3 million comes after a successful ten-year relationship between the two businesses which sees Immedia run the Spar Live service, which customers can listen to as they shop, in 1,168 of the retailer’s stores nationwide.

Over the next five years Brookes’ firm aims to install the radio station in a further 1,200 Spar outlets, and the value of the contract will depend on the number of shops involved.

“We launched Spar Live nearly ten years ago which has become one of the most established in-store radio stations in the UK,” explained the DJ-turned-businessman.

“The station supports Spar in its own-brand promotions together with other key promotional messages driving incremental revenue and general customer service messages.”

Spar announced yesterday that it is set to launch a new own-label economy range in the UK later this month, following success in this field in other countries across Europe.

The S Budget offering will be made available from August 29th 2011 and will comprise 33 lines, including fresh, grocery and household goods.

A £1 million national, local and in-store marketing campaign will accompany the launch, while Spar Live will also be used to promote certain products.

Barry Wallis, Retail Development Controller for Spar UK, commented: “Spar Live radio is a great way for us to increase our consumer communication whilst enhancing the in-store environment.

“The benefits to our retailers are huge, it helps to improve the atmosphere in-store, gives staff a station of their own, it provides consistency from one store to the next and most importantly the advertising opportunities for both proprietary brands and Spar’s ‘Real Deals’ increase sales within stores.”

Immedia works with businesses across a number of retail sectors, including high street pharmacy Lloydspharmacy and Arcadia brands Topshop and Topman.

Published on Friday 12 August by Editorial Assistant

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