Iceland has partnered with retail media specialists, GIG Retail, to accelerate its retail media strategy, aiming to deliver enhanced customer experience through targeted brand inspiration and media innovation.

The frozen food retailer announced back in March that it planned to roll out thousands of digital screens across its store estate as part of a consolidated push into the retail media space. Iceland‘s Retail Media Network (RMN) currently allows third-party brands and advertisers to reach, engage and influence over 9million monthly shoppers at Iceland and Food Warehouse, its large format store outlets.

Working with GIG Retail, which previously worked with Asda on its retail media offer, Iceland’s RMN will be managed through a new purpose-built platform. This will provide real-time inventory management, automated workflows and enhanced media measurement.

The reporting available on the platform will allow brands to closely monitor campaign performance and ROAS delivery, with campaign monitoring augmented by audience tracking technology from digital signage solution provider, Stratacache.

“We are excited to be partnering with GIG Retail to further our retail media capabilities,” Adam Smith, Head of Retail Media at Iceland, said. “The partnership will deliver strong results for our suppliers, with new ways of working and embracing new approaches set to deliver the strongest retail media network of any UK retailer.”