SPAR Scotland launches local social retail media capability

SPAR Scotland wholesaler and retailer CJ Lang & Son has partnered with SocioLocal to introduce a new local social retail media capability.

The initiative gives suppliers the ability to activate campaigns across SPAR Scotland’s network of 91 local store social media pages, combining organic local content with paid amplification to influence shoppers before they enter store.

Campaigns can run on Facebook and Google channels and can be targeted geographically, enabling brands to align local activity to promotions, seasonal moments, launches, and wider media plans.

The launch forms part of SPAR Scotland’s continued investment in retail media and supplier value creation, helping brands connect with shoppers closer to the point of purchase whilst providing transparent campaign reporting and measurable performance insights.

Stephen Malone, founder of SocioLocal, said: “Retail media continues to evolve rapidly, but one of the biggest opportunities remains local relevance. National advertising builds awareness, but local retailer communities influence where people shop. By combining CJ Lang’s trusted local store network with scalable technology, suppliers can now reach shoppers in a much more targeted and measurable way.”

Josie Cattermoul, trading & marketing director at SPAR Scotland added: “We are continually looking at ways to create greater value for our supplier partners whilst improving how we connect with shoppers across Scotland. This capability provides brands with a new route to engage local communities whilst strengthening our wider retail media proposition.”

For suppliers, the proposition creates a new opportunity to build awareness, influence consideration and drive local purchasing behaviour, whilst complementing existing retail media channels such as in-store PoS and broader digital advertising.