In the digital world, where user attention is fragmented and competition is only a click away, the most important factor is no longer who advertises louder, but who understands the user better and addresses their needs effectively at the right moment. Data, especially that which companies collect directly from their customers (so-called first-party data), has become the foundation of trust and relevant communication. Particularly valuable are data gathered through loyalty programs, which are now becoming a central pillar of advertising and media strategies.

Loyalty programs as the foundation of personalized communication

For many years, SPAR Slovenia has been at the forefront of loyalty program development, with the SPAR Plus card serving as the central tool for connecting with customers. By becoming members, users share a wealth of valuable data about their behavior and interests in exchange for special benefits.

SPAR Slovenia was among the first to recognize that loyalty should not be separated from media strategy—in fact, it must become its foundation. The company therefore decided to give back value to its customers with solutions that go beyond traditional discounts: personalized communication of benefits tailored to each individual according to their purchasing behavior and interests. Establishing its own advertising ecosystem has enabled SPAR Slovenia to precisely target and deliver this personalized offering directly to end customers through advertising.

First-party data as the basis for understanding customers

Every day, more than half a million Slovenians use the SPAR Plus card, shop through the app, browse the online store, or receive newsletters. Each of these interactions leaves a digital trace. These signals—such as purchase location, product types, responses to content, and the use of SPAR’s digital media—are not merely isolated pieces of user behavior but rather expressions of customer context and interests. SPAR Slovenia therefore understands that its first-party data are not only useful for marketing purposes but also represent an opportunity to build relationships based on understanding.

The Tailormade advertising platform enhances SPAR’s personalized offering by enabling precise targeting of users with advertising messages that reflect their interests and purchasing behavior, delivering relevant offers under the umbrella of the SPAR Plus loyalty program.

The SPAR Plus loyalty program and the Tailormade architecture form the foundation of a modern media strategy that goes beyond the logic of discounts. By understanding individuals and using data responsibly, SPAR Slovenia strengthens its role as a trusted partner, while customers gain a more personalized and valuable experience. How exactly the Tailormade advertising system works and which key components form the backbone of this independent advertising ecosystem will be explained in the next article.