Iceland bolsters retail media offering through new partnership

Iceland is set to ramp up its retail media proposition via a new partnership with marketing agency GIG Retail.

The grocery giant is planning to add thousands of digital screens to its Iceland and Food Warehouse shops by the end of 2025, and has set up its own “purpose-built platform” to manage the scheme.

GIG Retail will allow Iceland to incorporate non-endemic brands to roll out campaigns for the supermarket’s shoppers, with its first campaign with Smart Energy GB already live on the retailer’s website.

It comes after the supermarket rolled out its first dedicated retail media team earlier in the year, The Grocer reported, with its former buyer Adam Smith promoted to head of retail media to manage its production of new “end-to-end” retail media functions for its shops, brands and online.

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.”

Additionally, Iceland has confirmed a new tie up with software firm Stratacache as it seeks to add more screens to its shops.

Iceland Retail Media claimed that it would offer “one of the most extensive, full-funnel retail media portfolios in the market” when its network was fully live, with the possibility to reach nine million shoppers, combined with its online arm.

The supermarket is set to hold a retail media conference on 13 May in a bid to take on more suppliers.

Iceland joins Co-op in investing in its retail media offering, with the convenience giant launching a retail media tool targeted at convenience shoppers in April.

In October, Tesco also launched video and store wrap advertising as part of its retail media push.

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