SPAR International accelerates retail media expansion
New partnerships and local initiatives support the rollout of data-driven marketing and instore media solutions.
SPAR International is intensifying its efforts to support the development of retail media across its network of grocery retailers, responding to a broader shift in the industry.
Projected to reach €31 billion in advertising spend by 2028, according to IAB Europe and McKinsey, the company is aligning its strategy with this growing opportunity. In multiple countries, partner organisations are adopting retail media tools to strengthen shopper engagement and create new value for supplier relationships.
The implementation of targeted instore communication, digital advertising formats, and data-led marketing is expanding, offering suppliers new ways to reach customers more effectively.
To support this momentum, SPAR International is actively facilitating knowledge exchange and providing resources to help local markets scale their efforts. In February, a dedicated look-and-learn session brought together experts from SPAR Netherlands and SPAR International with representatives from other country organisations to share insights and explore implementation strategies.
As part of its broader strategy, the retailer has entered into two new partnerships to enhance the technological and strategic capabilities of its retail media offerings. One of these is with VML, a global digital consultancy known for its expertise in connected retail media and integrated brand experience.
The second partnership is with Doohlabs, a solution provider specialising in retail media delivery platforms. Doohlabs offers In-Store IMPACT, a tool designed to manage programmatic content on digital screens and audio networks within stores.
SPAR International is also developing its SPAR Media Services platform to facilitate a coordinated, multi-market retail media infrastructure. The goal is to help brand partners activate fast-moving consumer goods (FMCG) campaigns across the network, driving shopper influence and campaign efficiency.
