Iceland Foods is planning a big push into retail media and has set up its first-ever in-house team dedicated to the drive.

Iceland store London

Source: Iceland

Iceland plans to potentially add thousands of digital screens in store

As part of a retail media expansion, there are plans to potentially add thousands of digital screens in-store, according to The Grocer.

The new Iceland retail media team sees category trading manager Adam Smith promoted to head of retail media and leading the team.

The team will be responsible for all elements of retail media, such as screens, online advertising, and paper point of sale, and will work directly with suppliers and Iceland’s buyers.

It will also oversee a rapid expansion of the supermarket’s retail media offer across its entire store estate.

There is a long-term plan to roll out screens to all stores, and while it currently has digital screens in some of its newer format stores, it needs to install the tech in the majority of its stores.

Smith told The Grocer: “This is a much more dedicated resource that will offer best-in-class service. It will allow us to improve the service clients get for spending money with us.”

Other supermarkets are also expanding their retail media capabilities, as Tesco is aiming to add 6,000 screens to its stores.

It also plans to roll out the “next generation” of its handheld scanners for more personalised customer offers.

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