Iceland: Siltanews – News Desk
Iceland and The Food Warehouse are partnering with retail media specialist, GIG Retail, to deliver the “best possible customer experience through targeted brand inspiration and media innovation”.
The Iceland Retail Media unit currently enables brands to reach and influence the purchase decisions of an audience of over 9 million monthly shoppers.
Adam Smith, Head of Retail Media at Iceland, 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.”
The frozen food specialist has plans to digitize in-store marketing with the imminent rollout of screens incorporating audience tracking technology, in partnership with Strata cache, while the introduction of ad-served media online is expected to increase ad relevancy and targeting capability.
Iceland’s end-to-end retail media operations will be managed through a new purpose-built platform that allows real-time inventory management, automated artwork approval, and robust media measurement and reporting. The retailer noted that this will enable brands to easily track campaign performance and ROAS.
GIG has experience in managing large-scale retail media delivery, having previously worked with Asda for 10 years. The company stated that brands advertising with Iceland will now benefit from “simplified processes from concept to activation, a renewed focus on full-funnel omnichannel media planning that puts the customer first through relevant, inspiring content, while maximising campaign performance through in-flight optimisation.”
GIG Retail is hosting an Iceland Retail Media Supplier Conference tomorrow, where it will share its vision and outline how brands can get involved.