Iceland Retail Media, which operates the retail media networks (RMNs) for Iceland and The Food Warehouse, will partner with STRATACACHE to enhance analytics and drive RMN performance across 766 European locations.

Becoming one of the first European retailers to deploy STRATACACHE’s Walkbase solution, Iceland and The Food Warehouse will unlock precise audience attribution thanks to the camera-free, sensor solution. This will enable the retailer to accurately assess impressions across in-store ads, without the need to biometric indicators while remaining compliant with consumer privacy practices. 

“Iceland and The Food Warehouse value trust and transparency – and we demonstrate both in how we serve shoppers and work with advertising partners,” said Adam Smith, Head of Retail Media, Iceland Foods. “With STRATACACHE, we will be able to serve our customers better [and] work collaboratively and openly with brands to make sure their marketing spend delivers results.”

Using privacy-friendly sensors rather than cameras, the Walkbase solution allows Iceland and The Food Warehouse to measure media impressions in real-time when an advert is played. This helps it increase the effectiveness of in-store advertisements and the impact on sales from RMN campaigns.

“In retail media, it’s not enough to simply run ads in-store, you have to prove impressions and conversions,” said Chris Riegel, Founder & CEO of STRATACACHE. “The ability to measure and validate shopper impressions is what transforms retail media from guesswork into a performance-driven channel that delivers value.”

Smith continued that the partnership would afford the retailer “closed‑loop attribution on a global scale… to deliver full-funnel, measurable ROI across online and in‑store channels.” The move aims to improve ad experiences and engagement for shoppers, while dialling up reporting and ROAS performance for brand partners.