Iceland Foods is rolling out “UK first” sensor-based technology throughout its retail media network, as it seeks to bolster its in-store advertising.
Iceland Retail Media, operated through Iceland and The Food Warehouse, has partnered with software development firm Stratacache to provide in-store digital signage and analytic sensor technology across 766 locations.
The initiative makes Iceland and The Food Warehouse the first European retailer to use Stratacache’s Walkbase solution for precise audience attribution.
The distribution of the camera-free sensor solution means the Iceland Retail Media network will be able to accurately confirm real-time in-store adverts impressions without using a biometric indicator and fully aligned to consumer privacy best practices.
Iceland Foods head of retail media Adam Smith said: “Iceland and The Food Warehouse value trust and transparency and we demonstrate both in how we serve our shoppers and work with advertising partners.
“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 (return on investment) across both online and in‑store channels.
“As the UK retail media market heads to over $8 billion by 2030, our data driven model positions us at the forefront of this evolution.”
In November, Iceland introduced “supersized” 3D hanging signs to its stores as part of its retail media efforts.
Earlier in 2025, the supermarket also bolstered its retail media proposition via a partnership with marketing agency GIG Retail.
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