Iceland eyes adspend boost with retail media overhaul

Iceland and its large-format store brand The Food Warehouse have partnered with retail media specialists Gig Retail to fast-track their retail media strategy with the aim of delivering the best possible customer experience through targeted brand inspiration and media innovation.

Iceland Retail Media claims to enable brands to reach, engage and influence the purchase decisions of over 9 million monthly shoppers, with the imminent roll out of in-store screens incorporating audience tracking technology, in partnership with Stratacache,

It is also introducing ad-served media online to increase ad relevancy and targeting capability.

Iceland’s end to end retail media operations will be managed through a new purpose-built platform, allowing real-time inventory management, automated artwork approval, and media measurement and reporting, enabling brands to track campaign performance and return on advertising spend.

Iceland’s media portfolio is also available to non-endemic brands who can benefit from a huge, valuable audience of active consumers. The first of these partnerships delivered by Gig Retail, has already gone live with Smart Energy GB.

Gig Retail has a track record in retail media delivery, most recently during its 10-year partnership with Asda, as well as providing retail media services for some of the world’s biggest retailers.

Iceland head of retail media Adam Smith said: “We are excited to be partnering with Gig Retail to further our retail media capabilities. The partnership will deliver strong results for our suppliers, with new ways of working and embracing new approaches set to deliver the strongest retail media network of any UK retailer.”