Iceland Foods looks to boost retail media credentials as it announces partnership with Epsilon

Iceland Foods says that it is enhancing its retail media capabilities through a new partnership with Epsilon.

The move will introduce offsite media, onsite video formats and a new auction-based buying model, with the aim of making it easier for more brands to engage with Iceland’s nine million annual shoppers in smarter, more relevant ways.

Adam Smith, Head of Retail Media, Iceland Foods, comments: “Our partnership with Epsilon is a big moment for us. It ultimately gives our brand partners more choice, more channels, and the ability to reach our customers in a smarter, more dynamic way.”

“It also means we can now open up our media to more types and sizes of brand advertisers. Today’s announcement is our latest commitment to providing a retail media platform that works for all brands and delivers value back to our shoppers.”

The new capabilities are announced within a year of Iceland’s partnership with GIG Retail, which enabled onsite display ads and in-store digital screens. Now, with Epsilon onboard, it is offering advertisers the ability to bid in real-time for both onsite and offsite placements, including video.

Offsite capabilities allow campaigns to extend across wider digital environments, including online video and display channels, while onsite video placements offer richer ways to connect with shoppers directly in the purchase journey.

Tim Frankcom, President, Europe and APAC at Epsilon, says: “Iceland has a clear ambition to build a modern, inclusive retail media offer and we’re proud to support that journey. By adding offsite scale, launching new formats like video, and introducing a flexible auction model, we’re helping unlock the full potential of people-based advertising. This gives brands a route to real people, not proxies, with measurable results across every touchpoint.”

Future phases will include connected TV and broader video activation, giving brands more ways to reach verified audiences across more screens and channels.

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.