Last week, U.K. frozen food retailer Iceland made huge headlines by launching a bid to rival (and surpass) retail giants Tesco and Sainsbury’s in-store data capabilities. Now TWIRM has an exclusive inside look at Iceland’s ambitious “data on demand” measurement play.
TWIRM, as every retail media maven knows, is the This Week in Retail Media podcast, hosted by Kate Dickson, Head of Marketing and Communications, Retail Media, STRATACACHE. On this episode, Kate sits down with Adam Smith, Iceland’s Head of Retail Media, and Ed Hall, Client Director at STRATACACHE’s PRN arm, to reveal new details about the deployment of STRATACACHE’S privacy-safe Walkbase sensor technology and AI analytics platform across 766 Iceland and The Food Warehouse stores in the U.K.
Brands’ desire for more ROI data on ad spend has never been higher, Adam points out. With Walkbase’s tech stack, “we can provide detail on plays by time, by screen, by store,” he says. “We’re able to get incredibly granular in store,” adds Ed. “It’s giving us an ability to make the spend work even harder for the advertisers that are booking the campaigns.”
Diving deep into a case study from Iceland’s year-long pilot testing, Adam and Ed give the inside scoop on the power of precision ad targeting based on time of day and weather, the potential for pinpoint localization, and why outward-facing screens may make Iceland and The Food Warehouse’s storefronts the U.K.’s “new bus stop” for out-of-home advertising.
Click here to go behind the headlines for an exclusive look at Iceland’s sensor-first measurement move that is shaking up U.K. retail media.
Adam will also be part of the lineup for What’s in Store for Retail Media Networks in Düsseldorf on Monday February 23. Tickets are available here.
