Iceland has inked a partnership with consultant GIG Retail as it seeks to accelerate its retail media and supplier offering.

With the move, the retailer is integrating a Retail Media Network (RMN) focused on boosting the customer journey, while providing brands with the tools to maximise exposure.

A Retail Media Network (RMN) is a platform that enables brands to advertise their products and services within a major retailer's digital ecosystem (usually the owner of the platform), allowing these brands to monetise their existing data and digital offering while providing them with access to a targeted audience.

The platform will focus on driving operational efficiency, aiming to help suppliers to maximise and monitor the performance of their retail media investment through real-time inventory management and analytics technologies.

GIG Retail said it will have a particular focus on driving the growth of Iceland’s retail media channel, boosting its omnichannel media planning, media innovation, campaign evaluation and market insight.

GIG said it will focus on making Iceland Retail Media “a standout example of how retail media should be done”.

Adam Smith, head of retail media at Iceland and The Food Warehouse, said: “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.”

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