Iceland Retail Media has partnered with STRATACACHE to upgrade its in‑store retail media infrastructure across Iceland and The Food Warehouse, deploying advanced digital signage, CMS, and sensor technology in 766 stores.
The partnership makes Iceland the first European retailer to roll out STRATACACHE’s Walkbase solution at scale. This enables real‑time, camera‑free audience measurement and impression validation in physical stores. The retailer says this will allow its retail media network to deliver accountable, privacy‑first in‑store campaigns with closed‑loop attribution across online and offline channels.
Complying with privacy standards
While many in‑store networks are limited to proof‑of‑play reporting, Iceland says Walkbase’s sensor‑based approach confirms viewer presence and dwell without capturing biometric data. This allows impression reporting that meets brand expectations and complies with consumer privacy standards.
“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,” said Chris 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.”
The deployment builds on STRATACACHE technology already installed in Iceland and The Food Warehouse stores. Early campaign results show measurable commercial impact, with one condiment brand achieving a 10% sales uplift during its activation and a 17% increase in category share of transactions.
A more collaborative approach
Adam Smith, head of retail media at Iceland Foods, said the enhanced measurement capability supports a more collaborative and transparent approach with advertisers. “Iceland and The Food Warehouse value trust and transparency and we demonstrate both in how we serve our shoppers and work with advertising partners,” he said. “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.”
Smith added that the retailer is focused on delivering full‑funnel attribution, rather than standalone in‑store metrics. “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.”
Media sales for the Iceland Retail Media Network are led jointly by the in‑house team and STRATACACHE’s PRN Media Sales division, as the retailer aims to scale its in‑store proposition alongside existing digital and on‑site media activity.
