SPAR International and SocioLocal, a leading digital marketing platform for multi-location brands and franchises, have partnered to bring SocioLocal’s innovative platform, SocioConnect, to SPAR’s global retail network.

The digital sphere continues to grow in significance for shoppers who increasingly move online, with the use of digital channels, including social media, driving consumer behaviour. SPAR International and SocioLocal’s partnership aims to provide better reach, engagement and instore performance for SPAR country organisations through digital engagement with consumers. SPAR International will offer SocioLocal’s native SocioConnect platform as its recommended digital marketing and social media platform to SPAR country organisations.

The SocioConnect platform will provide retailers and wholesalers with an industry-leading platform to manage thousands of store locations, execute hyper-local advertising campaigns at scale, track real-time performance metrics, and drive seamless customer engagement — all while maintaining brand consistency across global markets.

SPAR country organisations will gain access to exclusive, financially advantageous rates, including significant discounts on new and renewed licenses.

The SocioConnect platform has already been successfully implemented in SPAR operators in Ireland and some regions the UK, leading to measurable improvements in their local marketing performance. BWG Foods, SPAR licensed operator for the SPAR brand in Ireland, implemented the platform in 2024, with it becoming a valuable tool for independent retailers in their local marketing efforts.

On the partnership between SPAR International and SocioLocal, Tom Rose, Head of Operations at SPAR International, said: “Through this partnership with SocioLocal, SPAR country organisations can offer digital marketing support at scale to local SPAR retailers, who will be able to level up their digital presence and increase engagement with customers online.”

The Founder and CCO of SocioLocal, Stephen Malone, added, “This partnership marks a pivotal moment in localised digital marketing for multi-location brands. By bringing SocioConnect to thousands of SPAR stores worldwide, we are setting a new standard in retail marketing—one that prioritises both global brand strength and hyper-local engagement.”