How Spar Is Using Localised Marketing to Redefine Urban Retail in South Africa

In today’s competitive retail world, it’s no longer enough to offer low prices or a wide product range. Customers—especially younger, urban ones—want more: experiences that connect, inspire, and reflect their lifestyles. Spar South Africa is responding with a bold pivot to localised, experience-led marketing, aiming to transform grocery shopping into something far more personal and community-driven.

From Mass Appeal to Neighbourhood Relevance

“We’re balancing national visibility with local credibility,” says Ed von Gericke, Spar South Africa’s national retail operations executive. “Our marketing is evolving from transactional messaging to storytelling—using the personality of each store to build deeper customer relationships.”

In this new strategy, each Spar store becomes a mirror of its neighbourhood, reflecting local culture, values, and energy. The result is a more emotionally intelligent and relatable brand experience.

Retail That Lives, Breathes and Entertains

Take the Kloof Street Kwik Spar in Cape Town as an example. Instead of a quiet checkout line, shoppers are greeted with live DJs and curated in-store events. What began as an experiment by store owner Carmen Egling has now become a defining feature of the store’s identity.

“Music has energy that brings people together,” Egling explains. “Adding a live DJ just made sense.”

This is more than novelty—it’s a deliberate strategy to appeal to younger, urban consumers who see shopping as an extension of their lifestyle. Through these activations, Spar is rebranding itself as a lifestyle brand, not just a supermarket chain.

Premium With a Personal Touch: The Spar Gourmet Concept

In Q4 of this year, Spar will launch its first Spar Gourmet store, aimed at more affluent urban markets. These premium spaces will combine upscale product lines like the Signature Selection with local design and curated customer experiences.

“They’re not designed to be mass-market,” von Gericke says. “Each space is a unique reflection of its neighbourhood—a premium offering with a local soul.”

Empowering Independent Retailers for Local Impact

At the heart of Spar’s approach is its independent retailer model, which gives store owners the freedom to tailor both marketing and product selection. Whether it’s a TikTok campaign at Outeniqua Super Spar or a bespoke event in Cape Town, this flexibility fuels creativity and helps Spar stay relevant in diverse, segmented markets.

“Local stores are encouraged to tell their own stories, spotlight local suppliers, and create authentic moments of joy,” says von Gericke.

Marketing That Feels Human

As customer expectations shift, Spar’s marketing is becoming more emotionally intelligent, place-based, and personalised. Younger shoppers are drawn to authenticity, quality, and emotional connection. They don’t just want a product—they want to feel like they belong.

“Our goal is to create enjoyable, community-oriented shopping spaces where customers don’t feel like they’re just completing a transaction,” von Gericke explains. “A brand with personality earns loyalty.”

Spar is showing that the future of retail lies in localisation and human connection. By turning each store into a local story and every visit into an experience, it’s not just selling groceries – it’s building relationships.

{Source: BizCommunity}

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