Advertiser: SPAR
Brand: SPAR
Agency: Another
Country: Denmark

Objectives

Background

In Denmark, SPAR is a retail chain consisting of independent grocers placed primarily in smaller towns and suburbs. Over the last years the tendency in these areas has been clear: The customers are driving to bigger towns to do their shopping and one by one the local grocers in the small-town areas have closed down.

Over a 10-year period the retail sector in Denmark has experienced a 10% decrease in total, but within SPAR's category of local grocers the decrease has exceeded 30% (Figure 1).

Figure 1: Prognosis for the Retail Sector 2025

For SPAR, this tendency was a threat to their survival. The retail chain was stuck below index 99,5 on turnover and was facing a similar decrease in visits to store (Figure 2).