Building a retail media network from scratch for SPAR

The project was split into three phases: create the business case, build the network and run the business.

Business case: To map the true potential for SPAR, we set up a full five years business case. From this business case we advised on how to develop the organization, technology and team, fully mapping out the ideal, sustainable network blueprint and a prioritized action plan to get to the desired end state.

Build: A VML team was installed to support with strategy, sales and ad ops management to accelerate growth. Roles include a strategist, project manager, inventory specialist, sales agent, and a campaign manager. A number of channels were developed, ranging from on-site channels on SPAR.nl and email to in-store channels such as print materials and more than 850 Digital Out-of-Home (DOOH) screens, which serve as the focal point of the SPAR media network. Self service platform Streaem was set up from day one to enable advertisers to programmatically buy ad space on SPAR.nl and on the DOOH screens.

Run: With the network up and running, we approached advertisers and started monetising the available channels. To ensure maximal results, we approached suppliers with the highest expected potential first. For the campaigns that were sold, our ad ops team ensured their performance was on and above expectations.