Measurement is a never-ending bone of contention, not just for retail media but the wider ad landscape. Advertisers are on a constant mission to separate fact from fiction and build a transparent, accountable picture of their media spend. Iceland and The Food Warehouse recently announced a collaboration with Stratacache, a provider of in-store retail media and visual display and sensor solutions to address this challenge.
“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,” saidChris Riegel, Founder and CEO of Stratacache. “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.”
This collaboration makes Iceland and The Food Warehouse the first European retailer to employ Stratacache Walkbase solution for precise audience attribution. The deployment of the camera-free sensor solution, means that the Iceland Retail Media Network will be the most advanced in-store retail media network in the UK; able to accurately confirm real time in-store advertisements impressions without a biometric indicator and fully aligned to consumer privacy best practices.
“Iceland and The Food Warehouse value trust and transparency and we demonstrate both in how we serve our shoppers and work with advertising partners,” said Adam Smith, Head of Retail Media, Iceland Foods. “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. As the UK retail media market heads to over eight billion pounds by 2030, our data‑driven model positions us at the forefront of this evolution.”
The visual display and sensor solution forms a crucial part of Iceland Retail Media Networks in-store capabilities, offering a privacy-friendly solution that does not use cameras. Stratacache’s Walkbase technology accurately measures media impressions in real time when an advert is played. This measurement ability helps to increase the effectiveness of in-store advertisements and the impact on sales.
The in-store technology already installed within Iceland and The Food Warehouse stores has already driven results with one condiment brand featured on the in-store digital screens seeing a 10% increase in sales over the campaign activation period and a 17% increase in category share of transactions.
Media sales for the network are being led in partnership between the Iceland Media Network team and Stratacache’s PRN Media Sales division.
