SPAR International has announced a partnership with consumer behaviour firm Circana, which will allow the retailer to utilise data insights to enhance its digital strategies.
The tie-up will see SPAR country organisations gaining access to Circana’s expertise and cross-industry insights through its collaborative technology solution Liquid Data, which integrates one of the largest sources of consumer data globally and trusted predictive analytics, all accessed on a single, end-to-end user experience. The collaboration is expected to enhance SPAR country organisations’ access to a unified view of insights on customer loyalty, utilising AI to highlight trends reflected through data, and support their customer-centric initiatives.
SPAR noted that in a continually changing retail landscape, its objective of putting customers first and meeting shopper demands will be supported by the new partnership. Benefits include helping SPAR country organisations identify audiences, activate marketing initiatives, and then measure the effectiveness of campaigns.
Tom Rose, Head of International Operations at SPAR International, said: “We are delighted to announce this partnership with Circana, which will support us by offering our partners great insights to enhance customer experiences. Circana is an innovative partner who shares our vision of being locally relevant and internationally strong.”
Brad Shelton, Global President of Retail and Manufacturer Collaboration at Circana, added: “We are thrilled to become a trusted partner of SPAR. Our advanced technology and analytics will provide the business with actionable insights which will lead to even more highly effective promotion campaigns as well as competitive assessments. By partnering with us on market measurement, supply chain, shopper loyalty insights, and media, SPAR will be able to quickly access the insights and action steps they need to drive their business forward.”
NAM Implications:
- Being able to access and use market measurement, supply chain, shopper loyalty insights, and media…
- …has to give SPAR a competitive edge.
- Especially in terms of optimising incremental Retail Media revenues.
