Iceland Foods and Debenhams Enhance Retail Media Networks with New Strategies – Friday, November 28, 2025

Iceland Foods and Debenhams are making significant strides in expanding retail media networks. Iceland Foods is introducing 'supersize' 3D hanging signs to capture shopper attention, while Debenhams is leveraging retail media to boost revenue and deepen customer engagement.

Who should care: VPs of retail, store operations leaders, eCommerce directors, customer experience teams, and retail technology decision-makers.

What happened?

Iceland Foods is pioneering a novel approach to retail media by rolling out 'supersize' 3D hanging signs across its stores. This initiative is a deliberate effort to elevate their retail media capabilities, aiming to directly influence shopper behavior at the point of sale through visually striking, immersive advertising. These large-scale 3D signs are designed to stand out within the retail environment, making product promotions more engaging and memorable. At the same time, Debenhams is making substantial investments in retail media as a central pillar of its strategy to drive incremental revenue and strengthen customer engagement. By harnessing their physical store footprint and leveraging customer data, both retailers are creating new monetization opportunities. This allows brands to deliver highly targeted advertising messages to consumers precisely when they are most receptive—during their shopping journey. These moves exemplify a broader industry shift where retail media networks are transforming how retailers capitalize on their assets, blending advertising and commerce to create mutually beneficial outcomes for retailers, brands, and shoppers alike.

Why now?

The timing of this retail media expansion aligns with a wider industry movement toward monetizing customer data and physical store environments. Over the past 18 months, the convergence of retail and advertising has accelerated significantly, driven by retailers’ need to diversify revenue streams amid intensifying competition and changing consumer behaviors. Advances in digital technology have enabled more sophisticated and engaging advertising formats, such as Iceland Foods’ innovative 3D signs, which are crafted to capture shopper attention in an increasingly cluttered retail space. This evolution highlights the growing recognition of retail media as a vital component of modern retail strategy, offering retailers new ways to engage consumers and generate revenue beyond traditional sales.

So what?

These developments carry important strategic implications for the retail sector. Retail media networks are emerging as powerful tools that not only enhance the in-store shopping experience but also unlock new revenue streams by leveraging existing retail infrastructure. As this trend gains momentum, retailers must prioritize investments in technology platforms and forge partnerships capable of supporting advanced advertising formats and data-driven targeting. Operationally, this shift requires careful planning around store layout adjustments, staff training, and data governance to maximize effectiveness and maintain customer trust. For retail leaders, embracing retail media means integrating advertising more seamlessly into the customer journey, creating a cohesive and engaging brand experience that drives both sales and loyalty.

What this means for you:

• For VPs of retail: Explore innovative advertising formats to boost in-store engagement and diversify revenue streams.
• For store operations leaders: Assess the logistical requirements and operational impact of implementing new advertising technologies within physical stores.
• For eCommerce directors: Ensure alignment between online and in-store advertising strategies to deliver a consistent, unified brand message.

Quick Hits

• Impact / Risk: Retail media networks can significantly increase revenue but require careful management of customer data and advertising partnerships to avoid privacy and brand risks.
• Operational Implication: Deploying new advertising formats may necessitate updates to store layouts, technology infrastructure, and staff training programs.
• Action This Week: Review your current in-store advertising strategies and identify opportunities to integrate advanced retail media formats for greater impact.