The UK grocer Iceland Foods is launching a new retail media network, spanning 766 of its 950 stores across Britain. Stratacache will serve as the end-to-end technology partner, also partly responsible for media sales.
Over 700 Stores: Stratacache Rolls Out Retail Media Network for Iceland Foods
The past two years, we saw the pilots – this year, we’re seeing the big rollouts. Another large grocer has entrusted Stratacache with turning its stores into a profitable media channel: UK’s Iceland Foods will deploy a retail media network across 766 Iceland and The Food Warehouse stores, including digital signage displays, a content management system, and sensor technology.
To feed the platform with precise audience data, Iceland Retail Media will leverage Stratacache’s Walkbase Solution, a camera-free sensor system that enables the network to track in-store advertising impressions in real time. It will be the first deployment of Walkbase in the UK.
“In retail media, it’s not enough to simply run ads in-store, you have to prove impressions and conversion,” said Chris Riegel, Founder and CEO of Stratacache. “Our technology means that not only will the Iceland Retail Media team be able to accurately report performance to their brand partners but that they will also be able to gain crucial in-store insights to help serve their advertisers and customers better.”
“We are pioneering closed-loop attribution on a global scale with this new partnership to deliver full-funnel, measurable ROI across both online and in-store channels,” said Adam Smith, Head of Retail Media, Iceland Foods. “As the UK retail media market heads to over eight billion pounds by 2030, our data driven model positions us at the forefront of this evolution.”
Initial deployments of the technology have reportedly delivered measurable results. In one case, a condiment brand featured on in-store digital screens saw a 10% increase in sales during the campaign period, along with a 17% increase in category share of transactions.
Media sales for Iceland Retail Media continue to be managed jointly by Iceland’s internal team and Stratacache’s PRN Media Sales division.
