ICELAND is rolling out a UK-first sensor technology across its retail media network to boost how well in-store adverts perform for brands.
The supermarket has partnered with tech firm Stratacache to fit digital screens and people-tracking sensors in 766 locations.
This makes them the first European retailers to use Stratacache’s Walkbase system.
It counts ad views without cameras or invading shopper privacy.
The sensors detect nearby footfall in real time to count exactly how many people see each advert.
They fully comply with data protection rules, the supermarket said.
Iceland says this camera-free setup helps brands measure shopper reactions to on-screen ads more accurately without compromising privacy.
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 December, the Sun reported another major change that Iceland unveiled.
The supermarket revealed that they were rolling out “supersized” 3D hanging signs of popular food products in every single store.
The signs were hung from the ceiling or positioned in “high-impact locations” in the aisle of Iceland and Food Warehouse stores.
Current examples on display included a hanging jump multipack of Velvet toilet roll, Walkers 20-pack boxes and a giant Tomato Ketchup bottle.
The frozen foods specialist also used the signs to market their own label lines, including advertising back bacon rashers and its big value packs of frozen sliced chicken breast.
Posting on LinkedIn, Iceland Retail Media shared: “These giant 3D Hanging Signs recently launched in-store, enabling featured products to rise above the competition and command attention from the moment shoppers walk in.
“These supersized installations are a perfect example of the bespoke, high-impact activations we can deliver.”
