SPAR International announces a key partnership with Circana, a leading advisor on the complexity of consumer behavior. This agreement marks a milestone in the SPAR international network of utilising data insights to enhance its digital customer-centric strategies.

Customer Behaviour insights

Through this partnership, SPAR country organisations will have access to Circana’s extensive expertise and cross-industry insights through its collaborative technology solution Liquid Data, which integrates one of the largest sources of consumer data globally and trusted predictive analytics all accessed on a single, end-to-end user experience. The collaboration will enhance SPAR country organisations’ access to a unified view of insights on customer loyalty, utilising AI to highlight trends reflected through data, and support their customer-centric initiatives. In a continually changing retail landscape, the SPAR brand objective of putting customers first and meeting changing shopper demands will be supported through this new partnership.

Data Insights Driving Shopper Experience

With this global agreement, SPAR country organisations will benefit from access to expertise within Circana’s team in utilising data insights to strengthen business operations and inform strategies. Circana’s industry experts can provide invaluable guidance on utilising Circana’s flexible platform to enhance business performance and support customer-centric strategies. This partnership can help identify ways in which SPAR country organisations identify audiences, activate marketing initiatives, and then measure the effectiveness of campaigns.

Tom Rose, Head of International Operations at SPAR International, is enthusiastic about the partnership, stating, “We are delighted to announce this partnership with Circana which will support us by offering our partners great insights to enhance customer experiences. Circana is an innovative partner who shares our vision of being locally relevant and internationally strong.”

Brad Shelton, Global President of Retail and Manufacturer Collaboration at Circana said; “We are thrilled to become a trusted partner of SPAR. Our advanced technology and analytics will provide the business with actionable insights which will lead to even more highly effective promotion campaigns as well as competitive assessments. By partnering with us on market measurement, supply chain, shopper loyalty insights and media SPAR will be able to quickly access the insights and action steps they need to drive their business forward.”

Sources: Circana, SPAR International