Strategy (6)

  • Iceland Clapham

    Prospect Analysis

    Iceland (Strategy)

    Walker and chief executive Tarsem Dhaliwal bought out South African conglomerate Brait SE’s 63% stake in the business for £115m in June 2020 to form a newly established company Iceland Foods. Iceland is also focusing on its ethical credentials in a bid to woo younger shoppers, including a commitment to eliminate plastic in its own-brand packaging by 2023.

  • ecommerce-strategy-prospect

    Prospect Analysis

    Ecommerce at Iceland

    The recent launch of a new website to improve the mobile experience has delivered significant increases in average order value and mobile sales. 

  • technology-strategy-prospect

    Prospect Analysis

    Technology strategy at Iceland

    The focus for much of Iceland’s IT estate is efficiency – costs are clearly paramount to the business and it is fundamentally interested in how to make sure its operations are as efficient but effective as possible. This means more resources can be directed towards the areas it values highly, such as store staff and customer service.

  • supply-chain-strategy-prospect

    Prospect Analysis

    Supply chain at Iceland

    Iceland has five distribution centres spread across the UK. Management of Iceland’s warehousing and distribution is outsourced to XPO Logistics. In February 2018, Iceland committed to eliminate plastic packaging from all of its own-label products within five years.

  • store-strategy-prospect

    Prospect Analysis

    Stores at Iceland

    Iceland is represented throughout the UK with around 995 stores as of mid-2021. This includes 140 or so The Food Warehouse stores, the retailer’s more upmarket format which is being rolled out in retail park locations. The new Food Warehouse format has been the “main focus for store growth” for Iceland since 2015.

  • customer-marketing-strategy-prospect

    Prospect Analysis

    Customer and marketing at Iceland

    The public perception of Iceland is often of a no-frills frozen grocer that competes purely on price; however, the reality is more complex, with Iceland’s brand strategy constructed around three key pillars, spanning innovation and convenience as well as price. Innovation and quality are becoming increasingly central to the Iceland strategy in the intensely competitive UK grocery market in which price on its own is no longer enough.