Across the international retail network, SPAR country organisations are looking to embrace the development of retail media systems to enhance customer engagement, drive supplier collaboration, and unlock new revenue streams. The adoption of targeted instore messaging, digital advertising solutions, and data-driven marketing strategies is accelerating, enabling suppliers to connect with shoppers in more relevant and impactful ways.
SPAR International In today’s rapidly evolving retail landscape, retail media is emerging as a game-changer for grocery operators. According to IAB Europe and McKinsey, retail media advertising spend in Europe is expected to reach €31 billion in 2028, up from €14 billion in 2024, making retail media the largest and fastest-growing profit source for European grocers beyond conventional retail.
Growing retail media within the SPAR network
SPAR Netherlands’ retail media solution, SPAR Media, offers a comprehensive network of stores as well as SPAR Netherlands online channels for brands and suppliers to engage with customers both instore and online.
SPAR International is facilitating and supporting the growth of retail media networks across SPAR markets. Through sharing best practices from both the industry and SPAR country organisations, including SPAR Netherlands, SPAR International is providing a dedicated resource on retail media. This included a look-and-learn session held in February, bringing together topic experts from SPAR International and SPAR Netherlands to collaborate with participating SPAR country organisations.
Delivering retail media solutions
Additionally, SPAR International announced two new partnerships with industry-leading companies in the retail media sector to provide expertise, technology, and strategic capabilities to create impactful and revenue-generating instore media networks.
VML is a global digital consultancy with a strong retail media proposition offering a comprehensive approach to connected retail media, combining brand experience, customer engagement, and commerce solutions to create seamless and effective instore marketing strategies. VML collaborated with SPAR Netherlands to implement its retail media solution. They will guide SPAR country organisations in accelerating their retail media services.
Doohlabs is a solution provider offering In-Store IMPACT, an acquisition and delivery platform to manage and operate retail media networks. Doohlabs specialises in leveraging first-party data and programmatic advertising to optimise instore digital screens and audio solutions, helping retailers enhance shopper engagement and drive sales.
SPAR International continues to develop its SPAR Media Services solution, which will facilitate a multi-market retail media ecosystem across the SPAR retail network to enhance FMCG Media investment to reach and influence shopper behaviour.
By leveraging its extensive store footprint, deep shopper insights, and omnichannel capabilities, SPAR internationally is positioning itself at the forefront of retail media innovation, ensuring that its retailers and brand partners can maximise the value of every customer interaction.
