One year after the introduction of SPAR in Ghana, the brand has seen strong successes with a string of new store openings and growing local support. The first SPAR stores opened in the capital city, Accra, in August 2020 as part of SPAR’s growth strategy in Africa. Ghana represents the twelfth market to join the SPAR family in the last four years.

Brand presence

Within twelve months, SPAR Ghana converted 11 stores, ensuring customers enjoy the brand’s values, strong assortment, and pleasant shopping environment. From the start, the SPAR country operator has introduced extensive ranges of SPAR Own Brand products to the market. Thanks to ongoing training, the team of 116 SPAR team members working in the stores offer customers the best service and support. A further three stores will be converted to SPAR Supermarkets within the next eight months, which will bring the number of SPAR colleagues in Ghana to 144.

Supporting Local

Over the past year, SPAR Ghana has run several instore campaigns promoting locally sourced produce or products made in Ghana. A mix of marketing tools, including social media and direct mailing, attract customer loyalty, increase brand awareness, and drive growing footfall.

SPAR Own Brand

As part of the global SPAR network, SPAR Ghana has access to global best practices in retail design, training tools, supply chain understanding, and instore layout. On top of this, the regionally and globally sourced selection of SPAR Own Brands highlights the value for money available in the 11 SPAR Supermarkets opened in Accra.

Rolling out e-commerce

SPAR Ghana has also rolled out e-commerce app capabilities in collaboration with Glovo, first introduced as an additional service to customers in March 2021. The app is easy to use, details the delivery catchment area, and the cost for each delivery. Free delivery campaigns have created greater awareness of the new platform as stores were added.

As of August 2021, five SPAR Supermarkets offer the Glovo service to customers within the delivery zone. Customers can order from an extensive selection of products and receive their goods at home within an average of 35 minutes. The standard rate is GHC3 per delivery, and orders being tracked from the five stores are mixed grocery, fresh goods, and delicatessen.

This is not the only market where SPAR is partnering with Glovo to bring e-commerce to shoppers. Learnings from the successful use of this tool have enabled SPAR Ghana to exchange ideas with other country operators in Kosovo and Gran Canaria.

Community support

Inherent to the SPAR Brand is caring for the local community. One of the ways that SPAR Ghana is involved in the community is by partnering with Food for All Africa. To reduce food waste and malnutrition, SPAR Ghana contributes groceries and time to this valuable charity. Several initiatives over the past twelve months include donations to local food banks and deliveries of groceries to those in need.

Source: SPAR Ghana

Read more about SPAR Ghana

About SPAR Ghana

The SPAR Brand in Ghana was licensed to EcoDi (Economic Distribution Company Ghana) in March 2020. The company has utilised its existing infrastructure, including a distribution centre, to support the supply chain to existing stores and to small-scale producers. Offering expertise to local independent retailers continues to generate growth opportunities, leading to fast-tracked development across the market.