Spar is launching its first retail media network, turning its stores into a new advertising channel for brand partners. The company has extended its long-running partnership with digital signage specialist ZetaDisplay to build the network across its Central European business, with Hungary and Slovenia the first markets involved. The rollout has begun with a pilot and is set to continue through to the end of the year. Hundreds of new digital displays will be installed across stores, while existing screens will also be repositioned to better reflect customer journeys and shopping behaviour. The screens will be used both for Spar’s own marketing and as advertising inventory that can be sold to supplier and brand partners, creating a new revenue stream for the retailer.