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Community care top priority for SPAR Slovenia

April 20, 2020 IN THE CATEGORY: COVID-19

As a food retailer, SPAR Slovenia is at the centre of public attention during the unprecedented circumstances caused by the COVID-19 pandemic. At a time when public life has practically been brought to a standstill, supermarkets are one of the few places people still come together. Fulfilling this role involves a great deal of responsibility towards the store team members as well as customers doing their grocery shopping.

As SPAR Slovenia is the customer’s first choice of supermarket in the country, it is essential for the retailer to highlight that “Community care comes first!” and therefore this slogan was incorporated in all communications in light of the measures taken during the COVID-19 pandemic.

Overnight, the tone and style of the corporate communications were adapted to the situation in which we all suddenly and unexpectedly found ourselves as a society and as individuals.

SPAR Slovenia’s advertising messages are deliberate and clear; highlighting discouraged behaviour patterns (the gathering of larger groups, hugs, close mutual contacts, etc.). The content of the messaging relates to reassuring the public about the undisturbed supply of goods, adapted opening times of supermarkets, safety measures that consumers must take into account when shopping, while emphasising that Slovenian producers and suppliers get full support from SPAR.

A great deal of attention is devoted to communicating with customers directly through social media, where SPAR Slovenia also offers users a wealth of interesting content on how to spend time at home during the current lockdown.

Source: SPAR Slovenia


About SPAR Slovenia

SPAR Slovenia, operated by ASPIAG (Austria SPAR International AG), was founded in 1991. ASPIAG is a subsidiary of SPAR Austria AG and was granted the licence to operate the brand in Slovenia by SPAR International. SPAR has become a key employer in the country, with a Distribution Centre, bakery and corporate-owned stores providing employment opportunities.

Three store formats are operated in Slovenia: SPAR, SPAR Supermarkets and INTERSPAR Hypermarkets. The brand is one of the most trusted companies in the country with Nielsen research placing SPAR first in terms of freshness, quality and range. The SPAR Bakery, which has been continually developed, has played a key role in the overall fresh offer and has received great customer feedback.