Written by
Kate Scully
Published on
March 25, 2026
Client: Henderson Group
Industry: Retail & FMCG
Location: Northern Ireland
Number of Stores: 500+
Brands: SPAR, EUROSPAR, Vivo, Vivo Extra
Henderson Group had a vision: to connect their stores with their local communities online, not just through centralised messaging, but by giving each location a local voice and presence.
Prior to adopting SocioConnect in 2024, the Henderson team didn’t have full visibility into what each store in the network was posting or how local content was performing. This made it challenging to understand the overall impact and effectiveness of store-level social media activity for all of their brands.
Henderson Group partnered with SocioLocal to streamline how local content is created, published, and tracked. The platform allows the marketing team to deliver a reliable flow of engaging, brand-approved content while enabling store teams to add their hyper-local content.
“SocioConnect enables us to manage and publish brand-led content - such as deals, promotions, and meal inspirations - on behalf of our stores. This significantly reduces the time and effort required by individual store teams, allowing them to concentrate on in-store activities. They now have more time to focus on their own store initiatives such as introducing new products or deli items, sharing team updates, and engaging in community-focused efforts like fundraising events.” - Laurie Stewart, Digital Team Leader (Maternity Cover) at Henderson Group
Measurable Business Impact
The Henderson team leverages SocioConnect’s performance dashboard to access clear and concise insights. From the start of this year to the end of September, the content scheduled and published via SocioConnect generated an additional 15 million organic impressions for the Hendersons team. This was a direct result of increased store participation on SocioConnect and the creation of content that genuinely connects with local audiences.
Henderson Group’s partnership with SocioConnect showcases what’s possible when technology meets strategy. SocioConnect isn’t just a project - it’s now embedded in Henderson’s overall brand strategy for SPAR and EUROSPAR.
“By integrating SocioConnect, we have not only strengthened our overall brand presence but also amplified the impact of local store initiatives - ensuring each retailer’s efforts reach and resonate with their local communities. This integrated approach reinforces our commitment to supporting our retailers and helping them thrive.” - Laurie
Henderson Group’s success with SocioLocal demonstrates how a large, decentralised retail network can communicate at scale - without losing sight of the local. With robust tools, real-time insights, and a platform that empowers stores, Henderson has turned social media into a strategic advantage - one post at a time.
“Henderson Wholesale’s clear-minded commitment to prioritising local engagement and their methodical digital support for local retailers places them at the forefront of digital marketing in Northern Ireland. Their strategic use of organic posting will also position them well for the HFSS legislation coming into force.” - Michael Nolan, Co-founder & CEO, SocioLocal
If you want to learn more about how SocioConnect can centralise your multi-location marketing and give each of your retailers a voice, Book a Demo! We’ll show you how to localise your content and achieve better reach, engagement and in-store performance for each one of your stores!
