Iceland Retail Media has partnered with technology firm Stratacache to install digital signage and analytic sensors across 766 locations.
The collaboration makes Iceland and The Food Warehouse the first European retailers to employ the Walkbase sensor solution for audience attribution.
The camera-free technology allows the network to confirm real-time advertisement impressions without using biometric indicators.
The sensors measure media impressions and shopper dwell time while maintaining consumer privacy standards. Early testing of the technology with a condiment brand resulted in a 10% increase in sales and a 17% rise in category share during the campaign period.
The initiative comes as the UK retail media market is projected to exceed £8bn by 2030. The network’s media sales are being managed through a partnership between Iceland’s internal team and the PRN media sales division.
Adam Smith, head of retail media at Iceland Foods, said: “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. 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.”
Chris Riegel, founder and chief executive of Stratacache, added: “In retail media, it’s not enough to simply run ads in-store, you have to prove impressions and conversions. 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.
“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.”
