Iceland Foods is to ramp up the number of in-store activations and promotional space offered to brands to sell in its stores, in a new partnership with agency Signature Spaces.
As part of its retail media expansion, the supermarket wants to increase opportunities for ‘active selling’ in its stores, whereby salespeople from an external company are able to market face-to-face with Iceland customers.
More space will be allocated to product sampling, sales kiosks and other types of more experiential marketing.
Iceland is particularly targeting so-called non-endemic brands such as utilities companies.
It follows partnerships with Octopus Energy, British Gas and holiday company Parkdean Resorts over the latter half of 2025.
“Active selling doesn’t have to annoy – it can add real value,” said Iceland head of retail media Adam Smith, announcing the new partnership on social media.
“When done right, it can enhance the shopping experience, offering expert advice and helping customers save money, not just sell more. They’re also a powerful channel for service providers to reach a highly engaged audience.”
Signature, which also works with Asda, specialises in sourcing, providing and selling physical promotional space.
The agency said the partnership with Iceland would provide brands access the supermarket’s nearly nine million shoppers each month across its 970 locations across the UK.
It follows Iceland’s launch earlier this year of a dedicated retail media network. The retailer plans to roll out thousands of screens into Iceland and Food Warehouse stores.
In other recent retail media moves, Iceland has rolled out supersized 3D hanging aisle-signs and trialled an aisle roaming robot as a new way to reach customers on the shop floor.
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