Earlier this month, I had the privilege of joining the SPAR International Connected Retail Conference in Beijing, representing Craneworks and our sister company Doohlabs. The event brought together SPAR leaders and partners from across the globe, creating a truly unique platform for innovation, collaboration, and shared learning. SPAR China proved to be exceptional hosts, blending professional sessions with cultural immersion. From insightful presentations to carefully organised store visits and even an unforgettable evening at the Great Wall, the programme left us with new perspectives and a renewed sense of community.
One of the highlights for us was my colleague Janne Lohvansuu’s presentation of Doohlabs’ In-Store IMPACT platform during the “Developments in Retail Media” session. The presentation sparked a lot of interest among SPAR’s country organisations, many of whom are actively exploring how retail media can drive growth in an increasingly competitive environment. The discussions confirmed what we already know: in-store retail media is no longer a “nice-to-have.” It is becoming a strategic pillar that connects data, digitalisation, and shopper engagement in ways that improve margins while enhancing the customer experience.
Beyond the conference rooms, the store visits in Beijing offered a hands-on view of how SPAR is innovating in one of the world’s most dynamic retail markets. From smart store layouts to digital touchpoints, the visits showcased how digitalisation and shopper engagement are being integrated into everyday shopping journeys. For us, these visits were a valuable opportunity to reflect on how In-Store Impact can adapt to different store formats — from hypermarkets to convenience stores — and how scalable solutions can serve both local and global needs.
A personal highlight came during the evening visit to the Great Wall. Standing alongside SPAR owners and employees from four continents, discussing the future of retail while looking out across one of the world’s great wonders, was a powerful reminder of the scale and ambition of the SPAR community. It wasn’t just about technology or platforms — it was about people, relationships, and a shared drive to keep innovating in retail.
For Craneworks and Doohlabs, the Beijing conference was not just another industry event. It was a springboard. We return home with stronger relationships, clearer opportunities, and concrete next steps for collaboration. In the coming months, we will be working with SPAR International and selected national organisations to pilot In-Store IMPACT, measure results, and share best practices across the network. The enthusiasm we’ve seen has been energising, and we are committed to supporting SPAR in scaling retail media as a driver of growth and customer engagement.
