Welcome to our 2025 WrappedUp. As the year is coming to a close, we’re reflecting on what a transformative year it’s been for Iceland Retail Media.
Since our official relaunch in May, and partnership with GIG Retail, we have moved at pace to build a full-funnel retail media network that truly connects brands with 9 million Iceland & The Food Warehouse shoppers - working with our industry partners to deliver more choice, more channels and more measurable results than ever before.
Take a look at some of our 2025 highlights…
We have launched 17 new media formats, significantly expanding our omnichannel media offering. From digital innovation to physical presence, our new toolkit includes Gamification, Q-Commerce media, Truck & HGV branding, Sampling, and Active Selling, alongside a refreshed suite of Checkout Media and in-store POS.
This expansion is just the beginning. As we continue to scale our media proposition, our goal remains clear: to provide brands with unparalleled opportunities to engage shoppers at every stage of the shopper journey.
In a major step forward for our digital capabilities, we partnered with Epsilon and CitrusAd to launch a sophisticated self-serve, auction-based media platform. This empowers our brand partners with total control, allowing for real-time campaign optimisation and data-led decision-making. By moving to a dynamic bidding model, we’ve unlocked a more agile way for brands to secure "digital eye-level" space, ensuring maximum visibility and improved ROAS across our site and app. We have ve seen some great results so far - make sure your including CitrusAd media in your next Iceland Retail Media campaign!
We transformed our post-campaign analysis with the launch of a new reporting platform - delivering interactive, self-serve data directly to our partners.
Our new PCA reporting process has significantly shortened our SLAs, enabling us to provide brands with faster access to actionable insights than ever before.
This move to real-time, transparent reporting ensures you can measure success instantly and optimize future spend with total confidence.
Earlier this year, we launched Glacier, our dedicated data portal designed to give brands a competitive edge through deep transparency. Glacier allows our partners to recognize performance dynamics, unlock new growth opportunities and build customisable reports with actionable insights.
By putting high-quality, fact-based data directly into the hands of brand managers, we are enabling more collaborative business planning and ensuring every decision is backed by real-world shopper behaviour.
We stepped onto the global stage, attending 14 major industry events to engage in high-level dialogue with retail media leaders. From keynote panels to fireside chats, we have been proud to share our vision while collaborating with peers to shape the future of the sector.
These engagements ensure that Iceland Retail Media stays at the forefront of innovation, allowing us to bring global best practices back to our brand partners. We are incredibly excited for the future of retail media and the continued evolution of our industry.
What a year it’s been… and there is so much more to come in 2026!
We would like to say a huge thank you to all of our brand partners and industry partners for an amazing year and we look forward to working with you all in 2026, as we continue to grow together.
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