Breakfast briefing: Retail news on Amazon, Spar and Morrisons

Amazon introduces digital downloads for video games

Amazon has introduced digital downloads for video games and software through its UK e-commerce site. The service, which is a beta version, includes more than 600 software and video game titles for Windows and Mac, according to Computing Magazine. The new stores feature a “digital library” for bookmarking each customer’s purchased content - so that the games can be re-downloaded if the user buys a new PC - a pre-order facility and what Amazon calls “competitive pricing”.

Spar UK to launch first TV ad campaign in four years

Spar UK has launched a £5m national multi-media campaign, which will go on air in October 2013. It will be the first time in four years that the supermarket will be back on shoppers’ TV screens. Media agencies MediaCom Leeds, a GroupM subsidiary, and the Leith Agency will handle the campaign, which will feature TV and digital advertising, a customer magazine and in-store communication.

As part of the campaign, Spar will be sponsoring TV chat show Lorraine on itv from October 2013 until the end of December 2013, according to the Retail Times.

Research from marketing agency Live & Breathe has revealed that in spite of Spar’s TV absence over recent years, it is the UK’s most trusted convenience store chain, depended on by almost a third of UK shoppers (31%).

Morrisons retains ad agency after review

Morrisons has retained its ad agency DLKW Lowe after a final three-way pitch against M&C Saatchi and Adam & Eve/DDB to handle its advertising account worth £73m. The company also appointed FutureBrand to build the strategy and plan for the Morrisons brand experience across all channels and formats. Both agencies will work together on Morrisons’ entire communications strategy and brand experience, according to Marketing.