SPAR is a global food retail chain that started in 1932 with just one Dutch store and now comprises more than 13,300 stores in over 48 countries on four continents. The retailer prides itself on being “global yet local”, attributing its success over the years to the close cooperation of individual retailers and wholesalers at a local level in meeting the needs of their customers.
The main challenges for SPAR was that they wanted their investment in digital screens throughout their network in Switzerland to be used to its full potential and return more value. Despite using digital screens in the traditional retail sense, they had no performance data like in other digital channels. Further, it was important to SPAR that the joint solution offered by Advertima, Adtrac (programmatic platform), and Grassfish (digital signage CMS) be light touch and require no heavy lifting from their marketing and project management teams.
To increase the RoI on their digital screens, SPAR presented to Advertima their three strategic goals:
- Increase in-store revenue by increasing the basket-size of each customer
- Increase the premium price of their media space to SPAR brands and existing suppliers
- Create a new revenue stream by selling media space to external companies (such as local businesses in the area) via programmatic advertising