Iceland plans to make major change to its stores

will introduce thousands of digital screens across its UK stores as it The frozen food store alongside Food Warehouse, with nearly 1,000 sites across the UK, has already rolled out digital screens in some of its newer sites, but it is yet to implement them across the rest of its estate.

Iceland, which currently offers , also plans to increase its online capabilities by strengthening its analytics and insights for its suppliers. Category trading manager Adam Smith was promoted to head of retail media to lead the store’s first in-house team dedicated to the projects, covering screens and online advertising, according to The Grocer. Smith said: “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.”

Iceland joins other supermarkets which have upped their retail media offering in recent months, including and Asda. 

introduced its first free sample vending machine at its Pilsworth store in Bury, which it deemed the “first to market innovation” that will “revolutionise in-store sampling”.

Tesco predicted that in-store screens would overtake its TV advertising spend by 2025, and urged suppliers to invest in the rollout.

The also intends to launch “next generation” handheld scanners to create more personalised offers for its shoppers.

The Interactive Advertising Bureau (IAB) predicts that UK retail media spending will surpass £1billion by the end of 2025 and, if Amazon is included, rise to more than £7billion by 2028.

Alex Walker, Managing Director of retail media experts Havas Market, told the news outlet that building partnerships with insurance, travel and hospitality businesses could be another key opportunity for Iceland. 

He said: “They’re broadening their ability to get margin from other vendors that they would never normally deal with because they don’t sell frozen food.”