Iceland Foods is enhancing its in-store advertising capabilities, rolling out new “UK first” sensor-based technology across its retail media network.
The partnership with US digital screen specialist Stratacache will see screens equipped with the company’s “real-time” sensor solution rolled out to 766 Iceland stores.
It is the first time the technology – which is called Walkbase – will have been deployed in a UK retailer, with Iceland claiming its retail media network will be “the most advanced in-store media network in the UK” as a result.
The camera-free technology will enable Iceland to “accurately” measure impressions on in-store ads in real time, by sensing when shoppers pass by the digital screens.
Additional CMS and analytics capabilities also rolling out as part of the deal would enhance the precision of data it can give to clients buying ads, but also run more relevant ads in stores.
“In retail media, it’s not enough to simply run ads in-store, you have to prove impressions and conversions,” said Chris Riegel, Stratacache founder and CEO.
“The ability to measure and validate shopper impressions is what transforms retail media from guesswork into a unique, performance-driven channel that delivers real value for brands and retailers,” he said.
“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.”
It is the latest development of Iceland’s retail media offer, which has scaled rapidly since its launch little under a year ago. The supermarket says that early indications show that brands who run ads on its network of digital screens have seen sales increase as much as 10%.
“Iceland and The Food Warehouse value trust and transparency and we demonstrate both in how we serve our shoppers and work with advertising partners,” said Adam Smith, head of retail media at Iceland Foods.
“With Stratacache’s technology, we will be able to not only serve our customers better but also work collaboratively and openly with brands to make sure their marketing spend delivers results.”
Smith added. “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. As the UK retail media market heads to over £8bn by 2030, our data‑driven model positions us at the forefront of this evolution.”
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