ZetaDisplay has extended its partnership with SPAR to deliver the retailer’s first retail media network in Central Europe, with hundreds of new displays being installed across stores as part of the rollout. A retail media network allows SPAR to sell advertising space on its in-store digital screens to brand partners, alongside using the same screens for its own campaigns. The move follows ZetaDisplay’s recent acquisition of retailmediatools, a retail media infrastructure-as-a-service platform.
The rollout has begun with a pilot programme, continuing through to the end of the year, and will be led by ZetaDisplay’s Austria team, which has worked with SPAR for more than a decade delivering in-store digital solutions including dynamic digital menu boards, deli counter screens, kiosk ordering systems and mosaic walls.
The new displays will establish a digital signage network supporting both retail media and broader in-store communications, alongside the repositioning of existing displays to align with shopper behaviour. The network will be powered by ZetaDisplay’s Engage Suite, which will also be implemented across SPAR Slovenia’s stores, enabling content creation, scheduling and management alongside analytics and measurement tools. SPAR will retain control over its retail media ecosystem, including approval of which brands can advertise across the network.
Bernhard Schuch, key account manager at ZetaDisplay, said: “The acquisition of retailmediatools marks an exciting milestone for ZetaDisplay as we expand our retail media offering. By bringing together our expertise in digital signage with retailmediatools’ retail media platform, we’re helping retailers unlock the full potential of their physical stores.”
Schuch added: “Retail media is transforming stores from places where transactions happen into powerful media channels. By combining first-party data, audience insights and strategically placed digital touchpoints, retailers such as SPAR can deliver more relevant customer experiences while creating scalable new revenue opportunities.”
The new infrastructure is aimed at enabling more precise targeting based on time of day, location and customer behaviour, as part of SPAR’s wider omnichannel strategy connecting digital media with the in-store experience.
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