Global food retail chain SPAR International has established a partnership with Circana, an advisor in understanding consumer behaviour, to deliver curated data insights. 

The collaboration enhances SPAR’s ability to leverage data insights to improve its digital strategies, focus on the customer and adapt to evolving market demands. 

SPAR country organisations will gain access to Circana's expertise and insights across various industries via its Liquid Data technology platform.  

The solution consolidates global consumer data sources and reliable predictive analytics into a single user-friendly interface. 

SPAR country organisations will gain a comprehensive overview of customer loyalty, using AI to identify trends based on data, and bolster their customer-focused initiatives.  

International operation head Tom Rose said: “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.”   

SPAR will be equipped to identify target audiences, launch marketing campaigns and evaluate campaign effectiveness. 

Circana retail and manufacturer collaboration global president Brad Shelton said: “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.” 

In July 2024, SPAR International announced a partnership with consumer intelligence company NIQ to enhance space management across its global network.