SPAR brings retail media to its global network
A single platform will let SPAR country organisations connect stores, screens, apps and point-of-sale data into one advertiser marketplace, while keeping full control of their data.
SPAR International is introducing a retail media platform for its country organisations, developed with technology provider Footprints AI. The platform sits on top of existing retail infrastructure and connects stores, in-store screens and radio, e-commerce, mobile apps and point-of-sale (POS) data into a single advertiser-facing marketplace.
SPAR licensees will be able to plan, buy, optimise and measure campaigns from one place, including measurement of incremental return on ad spend (ROAS). Campaigns can run at local, regional, national or international level with standardised reach measurement, opening a new revenue stream for retailers that connect suppliers with shoppers.
Each SPAR country organisation keeps full control of its data, assets and commercial model, and the platform complies with privacy and data legislation. SPAR describes the solution as “a single platform layer, not another network”.
The platform will be available to all SPAR country organisations and rolled out across multiple markets, expanding as more of them connect their audiences, channels and measurement capabilities. SPAR, a voluntary group of independently owned and operated wholesalers and retailers, has more than 13,500 stores in 50 markets.
