British grocery retailer Iceland Foods selects American supplier Stratacache to deploy advanced digital display, content management and sensor-based analytics technology. The rollout will span 766 locations across both Iceland frozen food stores and The Food Warehouse supermarkets, significantly strengthening the retailer’s in-store media capabilities.
As retailers increasingly look to monetise physical footfall with the same level of accountability as digital channels, the ability to measure, validate, and optimise in-store advertising performance has become mission-critical. Stratacache’s platform is designed to meet that challenge by turning in-store screens into a measurable, data-driven retail media channel.
At the heart of the deployment is Stratacache’s Walkbase solution, which delivers precise audience attribution without relying on cameras or biometric identifiers. Instead, highly accurate sensors using high-frequency radio waves track shopper movement, pathing, dwell time, and occupancy throughout the store. This behavioural data enables the calculation of real-time impressions and provides brand partners with clear, quantifiable performance metrics.
Capturing instead of cameras
Crucially, the technology detects presence and movement rather than capturing video. This approach offers two significant advantages: full alignment with consumer privacy best practices and greater operational reliability, as the system is unaffected by changes in lighting conditions or reflective surfaces that can compromise camera-based solutions.
“In retail media, it’s not enough to simply run ads in-store, you have to prove impressions and conversions” points out Chris Riegel, founder and CEO of Stratacache. Early pilot results support the claim. McCormick condiment featured on Iceland’s in-store digital screens recorded a 10 per cent uplift in sales during the nine-weeks campaign, alongside a 17 per cent increase in category share of transactions.
Tapping in the ever-growing retail media market
The decision positions Iceland to further diversify its revenue streams while capitalising on the UK retail media market, which is forecast to exceed 9 billion Euros by 2030. Media sales for the network will be jointly led by the Iceland Retail Media team and PRN Media Sales, Stratacache’s retail media sales subsidiary.
