Iceland are a British supermarket chain mainly specialising in frozen food. They have over 900 stores in the UK with the first store opening in 1970. The company have been very forward thinking in terms of digital innovation in its stores and last year was the only supermarket named on the Sunday Times Best Places to Work.
In a bid to grow and diversify its customer base and entice more shoppers into store, Iceland undertook and extensive refurbishment programme to modernise a significant number of it stores. 10 Squared were engaged to design a range of ‘in window’ digital signage solutions to replace the famous Iceland deals posters, creating a modern and unobtrusive marketing medium.
The main design considerations for the totem products were to create a slim-line, low profile solution to be located in the limited floor space between the checkout and front windows. The curved profile and machined corners together with the toughened glass internal screen fascia and architectural powder coat. In collaboration with the client, 10 Squared also developed a digital end of aisle solution to be situated above the freezer units to advertise special deals within store.
The nationwide digital refurbishment was responsible for uplifts in sales of 120-150%. These digital display solutions have revolutionised the way Iceland communicates with its customers, allowing them to centrally deploy consistent marketing collateral throughout the estate and targeted advertisements to fit the demographic, season, time of day or any special occasion. These solutions also helped contribute to the modernisation of Iceland stores, bringing the shopping experience right up-to-date and luring new customers through the door.
