{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/66912ea5fbb3fc8e8060b63c/6993a14c8b7fe5457d00ef4e?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"EP37 – Adam Smith, Iceland Retail Media – the hard work to make screens awesome","description":"<p>Iceland Retail Media’s 5,000 Screen Rollout &amp; The Future of Measurable In-Store Media</p><p>This week on <em>Retail Media Therapy</em>, Viv Craske and Colin Lewis sit down with Adam Smith from Iceland Retail Media to unpack one of the most ambitious in-store retail media projects in the UK.</p><p>Iceland isn’t just refreshing its network - it’s rolling out up to 5,000 in-store screens across  in under a year. And they’re not just adding screens - they’re transforming measurement.</p><h4><br></h4><h4>What You’ll Learn</h4><h4>Resetting a Retail Media Network</h4><ul><li>Iceland Retail Media relaunched in 2025 after restructuring its agency model.</li><li>Screens have been part of the business for years - but this rollout takes them to an entirely new level.</li><li>A fast-moving, privately owned business means rapid execution.</li></ul><p><br></p><h4>Why Screens? Why Now?</h4><ul><li>Every major UK retailer is investing in in-store screens - the question is how well they measure.</li><li>Iceland chose to double down on screens as a core channel of its retail media strategy.</li><li>The rollout could become one of the largest non-London-centric in-store networks in the UK.</li></ul><p><br></p><h4>Clickstream for the Store</h4><p>Adam describes the ambition as bringing “clickstream media to bricks and mortar.”</p><p>Key elements include:</p><ul><li>Real-time in-store impression measurement</li><li>Dwell time tracking</li><li>Viewable impression data</li><li>Closed-loop attribution linking media exposure to EPOS sales</li></ul><p>The goal? Prove that £1 spent in-store can outperform £1 spent elsewhere.</p><p><br></p><h4>Privacy-First Measurement</h4><p>Instead of cameras or facial recognition:</p><ul><li>Iceland is using millimetre-wave sensors</li><li>Tracking is based on water-content scanning</li><li>Each shopper is anonymised via temporary RFID tagging</li><li>Fully GDPR compliant</li><li>No personal identification or ongoing tracking</li></ul><p>This approach delivers measurable impressions without compromising shopper trust.</p><p><br></p><h4>Beyond Media: Operational Insights</h4><p>The data doesn’t just power media measurement. It also enables:</p><ul><li>Live footfall tracking</li><li>Customer flow mapping</li><li>Hotspot identification</li><li>Smarter merchandising decisions</li><li>Better labour planning</li></ul><p>Retail media becomes infrastructure - not just advertising.</p><p><br></p><h4>The Mustard Case Study</h4><p>A standout example with McCormick:</p><ul><li>AB test: stores with screens vs. without</li><li>Non-promoted EDLP product</li><li>10% sales uplift</li><li>Category share increase</li><li>Clear link between impressions and sales</li></ul><p>And this isn’t just a one-off - this level of reporting is now standard for Iceland suppliers.</p><p><br></p><h4>The Operational Reality</h4><p>Installing thousands of screens is no small task:</p><ul><li>Overnight installations in live retail environments</li><li>Infrastructure challenges</li><li>Store team coordination</li></ul><p>Retail media isn’t just marketing - it’s operations.</p>","author_name":"Grace & Co | Retail Media Experts"}