European convenience store chain Spar is installing its first retail media network using technology from Swedish firm ZetaDisplay.

This follows Zetadisplay’s recent acquisition of RetailMediaTools (www.retailmediatools.com), a retail media infrastructure-as-a-service platform. The acquisition creates the first fully integrated retailer-owned media ecosystem, bridging physical in-store influence with digital advertising, giving retailers complete control of their retail media operations.

The rollout for Spar has begun with a pilot programme and will continue through to the end of the year. The initiative introduces a scalable retail media infrastructure designed to enhance in-store engagement, optimise the customer journey and unlock value for Spar and its brand partners. 

ZetaDisplay’s Austria team, which has collaborated with Spar for more than a decade, will lead the project. Over the years, the partnership has delivered in-store digital technologies including the evolution of dining experiences through dynamic digital menu boards, deli counter screens, kiosk ordering systems, mosaic walls and employee information screens.

The rollout will see the installation of hundreds of displays, establishing a digital signage network that supports retail media and broader in-store communications. The project also includes the repositioning of current displays to align better with evolving shopper behaviour, leveraging ZetaDisplay’s ongoing research into customer journeys and in-store engagement.

The entire network will be powered by ZetaDisplay’s proprietary Engage Suite (zetadisplay.com/product-and-services/engage-suite/), which will also be implemented across Spar Slovenia’s stores. Engage Suite enables seamless content creation, scheduling and management, while providing analytics and measurement tools to deliver the right message to the right audience at the right time.

Spar will retain full control over its retail media ecosystem, including the ability to approve which brands can advertise across its network, while leveraging the platform to promote its own campaigns. 

The introduction of retail media capabilities represents a step forward in Spar’s omnichannel strategy, strengthening how it connects digital media with the in-store experience. The infrastructure will give Spar greater control and flexibility across its media network, enabling more precise targeting based on time of day, location and customer behaviour. It also allows the ability to deliver more consistent, relevant messaging throughout the store, creating a seamless customer journey while opening up opportunities for its brand partners.

“The acquisition of RetailMediaTools marks an exciting milestone for ZetaDisplay as we expand our retail media offering,” said Bernhard Schuch, key account manager at ZetaDisplay (zetadisplay.com). “By bringing together our expertise in digital signage with RetailMediaTools’ retail media platform, we’re helping retailers unlock the full potential of their physical stores. Retail media is transforming stores from places where transactions happen into powerful media channels. By combining first-party data, audience insights and strategically placed digital touchpoints, retailers such as Spar can deliver more relevant customer experiences while creating scalable new revenue opportunities.”

Dutch firm Spar (spar-international.com) provides branding, supplies and support services for independently owned and operated food retail stores. It has stores in most European countries as well as in Asia, Africa and Oceania.