A new partnership between CJ Lang & Son Ltd and digital marketing platform, SocioLocal, will enable suppliers to activate campaigns across 91 local Spar Scotland store communities.
The deal introduces a local social retail media capability, allowing suppliers to reach shoppers through trusted store social channels at scale in a bid to drive awareness, engagement and sales.
The initiative enables supplier brands to activate campaigns across Spar Scotland’s network of local store social media pages, combining organic content with paid amplification to influence shoppers before they enter store.
The capability transforms local store social media from a communications channel into measurable retail media inventory, allowing suppliers to deliver campaigns directly into local communities through the voice of neighbourhood retailers.
Campaigns can run across Facebook and Google channels, with geographic targeting enabling brands to align local activity to promotions, seasonal moments and product launches.
The launch forms part of Spar Scotland’s ongoing investment in retail media and supplier value creation, helping brands connect with shoppers closer to the point of purchase while providing transparent 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.”
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, 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. We held two virtual briefing sessions with our suppliers earlier this week to bring them up to speed with this exciting new channel to market.”
The model combines trusted local retailer audiences with scalable deployment and campaign measurement, providing suppliers with visibility into campaign delivery, engagement performance and, where available, commercial outcomes. Suppliers can also tailor campaign scale, channel mix and activation approach to their objectives.
