Food retailer Iceland has relaunched its retail media business as it seeks to bolster its position in the fast-growing market.

Iceland and its stablemate chain The Food Warehouse have struck a partnership with specialist retail media business Gig Retail in a bid to “deliver the best possible customer experience through targeted brand inspiration and media innovation”.

Iceland head of retail media Adam Smith said: “We are excited to be partnering with Gig Retail to further our retail media capabilities. 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.”

Iceland said its retail media division will enable brands “to reach, engage and influence the purchase decisions of a vast audience of over 9 million monthly shoppers, enhancing the customer journey at every touchpoint, from sofa to store”.

Iceland is in the midst of digitising the store experience, and is poised to roll out in-store screens incorporating audience tracking technology.

The retailer also said that the introduction of ad-served media online will increase advertising relevancy and targeting, and that a new platform allowing real-time inventory management, while measurement and reporting capabilities would enable brands to track campaign performance and return on advertising spend.

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