Iceland Foods has trialled the use of an in-store robot as it looks to ramp up its retail media offer.
The automated machine – which is a repurposed hospitality robot developed by NEOS Robotics – roams shop floor aisles, and can be used to display physical products, promote store offers or encourage shoppers to sign up to Iceland’s Bonus Card loyalty programme.
Iceland trialled the system in its innovation store at its Deeside HQ earlier this year.
In a video shared by Iceland Retail Media, the machine, which has a smiling feline face on its digital screen, is shown moving down the aisle of an Iceland store. Its shelves are stacked with products including Walkers crisps, Cadbury Creme Egg and multipacks of Cherry Pepsi Max cans.
“Welcome to the store. Scan to join our loyalty club and enjoy exclusive discounts, plus extra savings,” the robot says in a female voice.
A digital display on the front features a QR code inviting shoppers to scan to join Bonus Card.
“Merry Christmas everyone, don’t miss out on our Christmas mega deals around the store – for a limited time only,” it then goes on to say, before moving off.
Shoppers would also be able to use the robot’s touchscreen to help locate items around the store, Iceland said.
“The in-store robot combines mobile shelving, digital screens, and real-time engagement, getting your brand out of aisle in a disruptive and innovative way,” said Iceland Retail Media, in the video post.
“Beyond visibility, robots gather valuable shopper insights through interactive quizzes and engagement tracking. Fully autonomous, they roam the store to maximise exposure, drive awareness, and keep your brand front of mind.”
While the use of robots on UK supermarket aisles remains limited, grocers are increasingly exploring their use in stores as part of their efforts to cut costs and make stores more efficient.
So far, the main applications have been to help with availability, like an ongoing trial at Morrisons, or with other labour-intensive tasks like delivery.
Iceland’s application of the tech as a way to offer promotional space to suppliers through its retail media network would be a UK first.
There is no suggestion that Iceland plans to roll the proposition out further at this stage, but it is one of a number of new innovative approaches the supermarket is exploring following the launch of its first dedicated retail media network earlier this year.
Last week, The Grocer revealed that Iceland had begun rolling out “giant” 3D hanging replicas of popular products, that can be hung from ceilings or placed in other high-profile locations in store.
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