The move is part of a wider industry trend with retailers prioritising in-store measurements as brands seek channels with closed loop reporting.
Iceland Retail Media has partnered with STRATACACHE to introduce new in‑store digital signage, content management and sensor‑based measurement technology across 766 Iceland and The Food Warehouse stores.
The rollout makes Iceland the first European retailer to use STRATACACHE’s Walkbase solution for audience attribution.
The Walkbase system uses camera‑free sensors to confirm real‑time ad impressions without collecting biometric data. Iceland says this approach supports its privacy commitments while giving advertisers clearer performance reporting.
Chris Riegel, founder and chief executive of STRATACACHE, said retailers need stronger measurement frameworks as in‑store media matures.
“Running ads in‑store isn’t enough. Brands want proof of impressions and conversions.”
He added that Walkbase is designed to “validate shopper impressions” and provide retailers with “in‑store insights that help them serve advertisers and customers better”.
Adam Smith, head of retail media at Iceland Foods, said transparency is central to the network’s development.
“We value trust in how we serve shoppers and how we work with advertising partners.
“With STRATACACHE’s technology, we can collaborate more openly with brands and ensure their marketing spend delivers results.”
Smith added the partnership supports Iceland’s ambition to build “closed‑loop attribution across online and in‑store channels”.
In‑store measurement becomes a priority for retail media
Retailers globally are investing in in‑store measurement as brands seek more accountable retail media channels. US retail media networks such as Walmart Connect and Kroger Precision Marketing have expanded their in‑store digital screen networks and increasingly emphasise measurable, closed‑loop reporting – a trend now gaining traction among European retailers.
Retail media is projected to grow 11.3% to $190.5 billion in 2026, according to WPP Media’s latest This Year Next Year report, with in‑store formats becoming a larger share of spend as retailers digitise physical estates.
Privacy‑safe sensor technology – particularly non‑camera‑based systems – is gaining traction as brands look for verifiable metrics without compromising consumer trust.
Early results and commercial rollout
STRATACACHE’s technology is already live in parts of the Iceland estate. One condiment brand using the network saw a 10% sales uplift and a 17% increase in category share during its campaign period.
Media sales for the network will be handled jointly by the Iceland retail media team and STRATACACHE’s PRN media sales division.
