How SPAR Reached Hundreds of Frontline Teams Without a Single Company Email

How SPAR connects 2,500+ frontline staff without email — using Speakap to deliver structured, relevant comms that actually get seen.

Retail

We spoke with Monique Muller, Head of Internal Communication at SPAR, about how they built a communication strategy that works across stores, HQ, and distribution — even when most employees don’t have a company email.

About SPAR (Netherlands)

Industry: Retail & Convenience
Locations: Netherlands
Number of frontline users: 2,500+

SPAR is one of the most iconic retail brands in the Netherlands, operating since 1932. Today, they serve communities through five dynamic retail formats — from city express locations to vacation parks and university campuses — all operated by independent entrepreneurs. That independence makes for local relevance, but also communication complexity.

The challenge: Communicating without inboxes — or direct access

The comms setup existed — but it wasn’t working for how their people actually worked. SPAR relied on an outdated intranet, scattered tools, and email updates passed through entrepreneurs. Messages were being sent. But they weren’t being seen — at least not by the people who needed them most.

SPAR’s setup had to account for:

No direct access to frontline employees (due to franchise model)
Highly diverse teams, especially in the distribution center
Varying digital skills across locations
High employee turnover
Language barriers
Cluttered communication — critical updates buried in PDFs and timeline noise

Monique described the old system as “chaotic” — high volume, low execution on the shop floor.

The solution: mijnSPAR — built on Speakap

SPAR didn’t just want a new tool — they needed a communications platform that made sense for distributed teams, part-time staff, and franchise owners alike. That’s where Speakap came in.

In 2020, SPAR launched mijnSPAR — a mobile-first, branded platform to connect HQ, franchise owners, and frontline staff with structured, measurable communication.

Why Speakap?

Built for mobile – Designed for frontline teams who don’t sit behind a desk
Multi-language support – Critical for a diverse workforce across stores and distribution
HR and scheduling integrations – Linked with AFAS, PMT, and Tamigo
Clear content segmentation – Per team, format, and function
From chaos to clarity – Shifted from timeline chaos to the “3-click rule”
Tasks, not clutter – Operational updates delivered via structured task flows
Smart content planning – Combined FOMO-driven posts, video, and categorization
Knowledge base as source of truth
Recognizable branding. Mijn SPAR feels like SPAR — not a third-party tool.

Speakap didn’t just give us a communication tool — it gave us structure. Suddenly, we could reach every store, every team, without relying on email or middlemen. It’s where our day starts, where updates land, and where people actually engage.

The rollout: Step-by-step, from strategy to habit

Rather than overwhelm employees with long PDFs and unstructured updates, SPAR completely redesigned their content delivery model.

The rollout included:

3-click strategy: Everything — from instructions to updates — must be reachable in 3 taps
From timeline posts to “Journeys”: Phased info delivery using Speakap’s onboarding-style flow
Tasks > Timeline: Clear distinction between must-do items (tasks) and nice-to-know news (timeline)
Knowledge base with cycles: Operational info updated biweekly and archived logically
Ambassador program: Internal champions encouraged to create and share local content

The results: High activation, real adoption

Within the first year of optimization, mijnSPAR saw:

Over 1,600 likes and reactions
20,000+ updates viewed on peak days
Peak activity every Thursday morning at 8:00 AM
Staff could finally find what they needed — without searching through inboxes

Beyond the numbers, the cultural shift was clear:

Operational execution improved on the shop floor
Staff were engaging with comms — not just receiving them
Tasks made expectations actionable
Entrepreneurs gained confidence as communication partners

What made it work so well?

Multilingual support: Especially important for the DC where many workers aren’t Dutch-speaking
Early-day relevance: Sandwich makers and early shifts start their day on Speakap.
Behavioral design: FOMO and personal relevance drive adoption — not incentives
Relatable content – Campaigns like “SPAR Smaakmakers” create recognition and communication touchpoints.
Two-way communication: Comments stay open — only one deletion in 5 years
Content control: Groups can be opt-in; critical comms go to everyone

Monique’s advice: Don’t add more noise — build relevance

Everyone wants less noise. The power of Speakap is that it lets us communicate in a structured, targeted way — without overwhelming people. And when communication feels relevant, people engage. Of course, it takes time for everyone to adjust — change doesn’t happen overnight.