- News
- January 15, 2026
SPAR Selects RetailMedia.One as Exclusive Retail Media Partner.
SPAR Holding is taking the next step in the professionalisation of its retail media activities. Following the rollout of a completely new SPAR advertising network by VML, including digital screens, in-store audio, online advertising and POS materials—RetailMedia.One has been selected as exploitation partner.
RetailMedia.One will become the exclusive monetisation partner for all supplier-related and non-supplier-related retail media products within SPAR. The focus of the collaboration lies in building sustainable partnerships with suppliers and in developing effective endemic and non-endemic campaigns. In day-to-day operations, RetailMedia.One acts as an extension of SPAR Holding’s retail media department and plays a central role in the continued growth of the network.
This exclusive partnership builds on an existing relationship between RetailMedia.One and SPAR university. In addition to traditional FMCG campaigns, successful employer branding and recruitment campaigns are now also running for banks, consultancy firms and tech companies, aimed at informing and recruiting students.
The unique retail concept of SPAR Holding aligns well with the needs of the modern consumer seeking speed and complete convenience. With more than 400 SPAR stores located in village centres, larger city centres, highway fuel stations, university campuses and holiday parks, SPAR offers maximum mental and physical availability for strong FMCG brands.
Chrischa Ligtenberg, Manager Marketing, e-Commerce & Retail Media at SPAR Holding, adds:
“With RetailMedia.One, we add specialised expertise, commercial strength and data-driven innovation. This enables us to offer brands greater effectiveness and impact, while building sustainable relationships with suppliers, advertisers and media agencies.”
According to Mark Stockx, partner at RetailMedia.One, the collaboration fits perfectly with the ambitions of both organisations. With the addition of SPAR Holding, the total network grows to approximately 1,000 grab-and-go locations, an essential scale for major brands looking to reach consumers at the right moment. Media agencies also benefit from increased bundling and scale: “think of moments such as the FIFA World Cup, for example.”
SPAR Holding
SPAR Holding is the Dutch organisation behind the SPAR retail formulas and serves consumers with a unique, locally embedded convenience retail concept. With more than 400 stores across a wide variety of locations, SPAR responds to the need for fast, complete and nearby shopping.
SPAR operates multiple formats: SPAR Buurt (village centres), SPAR City (urban areas), SPAR University (HBO and university campuses), SPAR Express (fuel stations) and SPAR Enjoy (holiday parks). According to international research agency Kantar, SPAR is among the top 10 most valuable brands in the Netherlands (source: Kantar BrandZ, 2025).
RetailMedia.One
RetailMedia.One is a leading retail media operator that supports retailers in building, commercialising and scaling data-driven retail media networks. The company connects brands, retailers and media agencies through effective endemic and non-endemic campaigns.
RetailMedia.One primarily develops media products that perform strongly in the mid-funnel, improving campaign memorability and delivering stronger brand and sales results.
About the Author
Marcel Vogels is partner and co-founder of RetailMedia.One, where he is co-responsible for the development of data-driven retail media strategies and monetisation solutions. He is also the creator of the NORM Retail Media Intelligence Platform and has a long track record as an entrepreneur and innovator in media, data and measurement, with previous ventures including DMA-Institute, MeMo2 and THX.
Marcel is available for interviews or questions.
Email: Marcel@RetailMedia.One
Phone: +31 6 43025322
*Photos are the property of First Impression, digital signage integrator for SPAR and Jumbo supermarkets.
