SPAR is rapidly building momentum with Retail Media

From infrastructure to impact

In recent years, SPAR Holding has focused heavily on building the foundation for Retail Media, in collaboration with VML. Digital screens were rolled out across stores, inventory was structured and media became programmatically available through AdManager. This made scalable and flexible POS solutions possible.

After completing this infrastructure phase, 2025 marks a new chapter. The focus has shifted to growth, both in brand campaigns and media revenue. Media sales have clearly started to accelerate, which is an important signal.

In 2025, SPAR Holding further expanded its Retail Media activities. Not only did the number of touchpoints increase, SPAR also began actively working with agencies and advertisers to embed Retail Media into broader campaign strategies. This moved SPAR away from standalone activations towards more structural partnerships.

The ambition is clear. By 2026, Retail Media should be fully embedded in the commercial DNA of SPAR Holding.

Grab and go, impulse and temptation. How does SPAR leverage this?

Chrischa: SPAR stores are compact, convenience driven and focused on food moments. This naturally creates impulse and temptation. Consumers make fast decisions, often driven by hunger or convenience. That makes SPAR highly relevant for brands that want to be present at the right moment.

With formats such as SPAR University and SPAR City, SPAR reaches Gen Z and young professionals. With SPAR Buurt and SPAR Express, it connects with working consumers throughout the day. This allows brands to tailor messaging to specific moments and target groups.

With more than 400 stores nationwide, SPAR combines scale with precision. The compact store environment ensures that brand messages stand out and have impact.

Chantal: This is exactly where our strength lies. Our commercial power is in the diversity of target groups we reach. We are not a standard supermarket, but a nationwide grab and go format, present in locations where other retailers often do not go or do not dare to invest.

What does RetailMedia.One add?

Chrischa: Together with VML, we built a solid foundation. RetailMedia.One adds acceleration and depth. Their strength lies in commercial power, professional measurement and product development. This not only increases effectiveness, but also ensures that campaigns are better structured and easier to scale.

Retail Media at SPAR is therefore not an isolated solution, but a fully fledged channel that can be integrated into wider media strategies.

Chantal: A strong commercial strategy always starts with focus. SPAR Holding consciously chose Retail Media as a dedicated discipline. With RetailMedia.One, we have a partner that fully focuses on optimising and professionalising Retail Media. This makes the model scalable and future proof.

SPAR has strong competitors. How do you remain distinctive?

Chrischa: Our strength is diversity. We have multiple formats, different target groups and unique locations. SPAR is not one type of store, but a network of diverse environments. That creates flexibility for brands and agencies.

Chantal: For large FMCG brands, we are strategically important because we can generate genuine new growth. Consumers often try new products at SPAR. A Vitamin Water, a new Red Bull flavour or an ice cold iced coffee is often consumed with us for the first time and then also purchased at other supermarkets. This is exactly how Byron Sharp describes it.

What are your expectations for Retail Media in 2026?

Chrischa: By 2026, we want to be able to say that Retail Media at SPAR and through RetailMedia.One has demonstrably contributed to brand growth and sales. If we can show that impact, we know we are doing the right things.

Chantal: Success will not only be measured in revenue, but also in satisfaction, effectiveness and reliability. Brands need to trust that Retail Media delivers. That trust is built through consistent performance.

What can we expect next?

Chrischa: We see opportunities to further expand within FMCG. Brands want to be close to the consumer, at the moment of choice. SPAR offers exactly that.

Chantal: Growth does not only come from advertising. RetailMedia.One has shown that SPAR University can also be successfully deployed for employer branding and recruitment. This opens up new applications for the grab and go format.

Retail Media is evolving rapidly. Together with RetailMedia.One, SPAR continues to build a future proof model that delivers value for brands, agencies and consumers.

Contact: hello@retailmedia.one