Case studies
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![Cover of a publication titled 'Iceland & the Food Warehouse Retail Media' with a red gradient background.]()
Accelerating RMN Growth
RMN Re-Launch
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![Close-up of a red background with white text that reads 'Crystal Clear Data-Driven Decision Making'.]()
Collaboration Through Data
Leveraging 1P Data
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![A retail media success story with GIG Retail and ASDA.]()
A Retail Media Success Story
RMN Growth
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![GIG Retail developed digital media packages for ASDA.]()
Digital media packages
Digital Growth
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![GIG Retail lead ASDA's transition from digital media tenancy to ad served CPM model.]()
Tenancy to CPM Migration
Digital Growth
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![Poundland partner with GIG Retail to launch the first discounter retail media network in the UK.]()
Launching a new RMN
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![Digital illustration of automation technology with interconnected icons representing data, analytics, and industrial processes.]()
Workflow Automation
RMN Optimisation
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![Walmart Canada]()
Enabling Growth
Platform Dev.
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![Smart Energy GB partnership with Iceland]()
Smart Energy GB - Iceland
Non-Endemic
CASE STUDY - NON-ENDEMIC
Smart Energy GB X Iceland & The Food Warehouse
CHALLENGE
Increase awareness and uptake of Smart Meters among cost-conscious consumers while integrating a non-endemic brand into the Iceland shopping experience in a way that felt natural, relevant and enhanced the customer journey.
SOLUTION
Delivered a fully integrated campaign across in-store and digital touchpoints, with creative messaging tailored to the shopping environment. Examples included "You could make some cool savings…" in freezer aisles and "Fry up some savings…" alongside air-fryer products. Phase 1 featured digital screens, fridge and freezer stickers, website placements and staff engagement to help educate customers. Phase 2 expanded reach through CRM, including email, social media, push notifications and gamification, alongside educational leaflets delivered to customers' homes. In-store signage remained throughout the campaign.
RESULTS
The campaign exceeded expectations, achieving 100.6% of its total impression target during Phase 1 alone and delivering 143% of overall campaign KPIs, demonstrating the effectiveness of the integrated partnership.
“Our first year of partnership with Iceland & The Food Warehouse garnered some excellent results, in particular for upper and mid-funnel performance metrics. Through working closely with Iceland and GIG Retail, we were able to understand how we should position our campaign messaging with this new audience, using multi-faceted assets in the Iceland ecosystem to drive awareness and engagement. From bespoke in-house evaluation and econometric modelling, we could see the partnership was engaging our target audiences, improving campaign recall and driving consumer action. We have now agreed to extend our partnership into a second year, where we can hone our messaging and look towards lower funnel metrics.”
Sam Massink, Smart Energy GB
CASE STUDY
Iceland Retail Media Relaunch
CHALLENGE
Iceland’s ambition was to develop a market-leading RMN, accelerating growth to deliver 3x their 2024 advertising revenue within 3 years. GIG Retail was appointed to lead that growth.
SOLUTION
• Evaluate Iceland’s existing RM offering to understand the most effective media for brands and the most cost-effective media for Iceland.
• Understand the media touchpoint gaps and developed and innovation roadmap.
• Defined the non-endemic media opportunity
• New ‘Iceland Retail Media’ branding and media sales collateral designed to inspire brand engagement
• Launch event to over 300 suppliers at Iceland HQ, showcasing media innovation, new platforms and processes, upgraded media measurement and reporting, and of course the new Iceland Retail Media brand!
Results
In the first year we rolled out:
17 new media formats, MediaMetrics - an end-to-end booking to billing media management platform, Glacier – a 1P data portal allowing brands to plan strategically based on audience behaviour and trading conditions, revenue growth well ahead of target, 7-figure Non-Endemic incremental investment and the launch of the Icebreakers programme which gives brands access to exclusive high impact media in return for their continued investment into Iceland Retail Media.
new media formats launched
17
End-to-End booking to billing media management platform
MediaMetrics
First-party data portal allowing brands to access near real-time trading data
Glacier
Programme launched, giving brands access to exclusive media assets to create huge impact in-store and online.
Icebreakers
CASE STUDY
Glacier: Data-Driven Decision Making
SOLUTION
CHALLENGE
Develop and build a platform that would enable greater collaboration between brands and Iceland Food Warehouse by providing access to live trading data and shopper intelligence.
Glacier is Iceland’s new data portal enabling brands to identify share gaps, competitive threats and growth drivers. Glacier provides a total category view, performance dynamics, NPD tracking, daily sales, stock data, and performance benchmarking. In turn this allows tactical media activation and optimisation based on near real-time trading conditions.
Glacier also allows brands to gain greater understanding of the shopping mission through advanced basket analysis, including basket penetration, average weight of purchase, basket contribution and affinity.
A subscription model means brands can access this data to inform their trading and marketing decisions, with the goal of driving increased product sales and media ROAS.
CASE STUDY
Walmart Canada Connect
CHALLENGE
Walmart Canada Connect’s transformation required a multi-phase modernisation strategy. Initially, they needed to migrate entirely off an inflexible, outdated legacy platform onto Salesforce to centralise their operations.
As their business rapidly scaled, their operational needs outgrew the initial sales-configuration managed package they had deployed during that first launch. They faced the complex challenge of replacing this deeply embedded package with a more advanced, media-optimised management solution. They needed an expert partner who could dismantle the old configurations and transition to the new package without risking data loss or interrupting daily sales operations.
SOLUTION
GIG acted as the long-term technical architect for Walmart Canada Connect's evolution.
Launch: We successfully managed the initial, massive data migration away from their legacy system and established their foundational Salesforce environment.
Package Transition: More recently, our team meticulously executed the high-stakes migration from their original sales managed package to a next-generation, industry-specific management solution. We handled the end-to-end data mapping, code deprecation, and rigorous testing required for a seamless swap.
Ongoing Management: On a continuous basis, GIG manages the platform’s development, custom integrations, and system health to ensure it perfectly aligns with their evolving business needs.
RESULTS
GIG’s phased approach successfully modernised Walmart Canada Connect’s infrastructure while completely mitigating the risks of a major system overhaul.
LIMITED DOWNTIME TRANSITIONS
Successfully executed both the legacy migration and the recent core package swap with limited disruption to live business operations.
FUTURE-PROOFED ARCHITECTURE
Replaced restrictive, generic tools with a highly tailored, media-optimised Salesforce ecosystem.
STREAMLINED OPERATIONS
Eliminated technical debt and unified cross-system data,
resulting in faster sales workflows and cleaner data tracking.
KEY IMPACT
By continuously optimising the platform and smoothly navigating complex package migrations, GIG has empowered the Walmart team with seamless operational continuity across thousands of campaigns per year.
CASE STUDY
HISTORY
GIG Retail began working with ASDA Media Partnerships in 2014, managing in-store media sales. In 2018 GIG’s remit expanded to include digital media sales, as well as campaign management, post-campaign reporting and the overall management of all third-party media providers. Additionally, GIG created all media sales collateral and B2B comms, making AMP’s retail media proposition easy to understand and easy to buy.
The Growth of ASDA Media Partnerships
GROWTH
ASDA now has the most comprehensive retail media portfolio in the grocery market, spanning print, OOH, carpark media, in-store radio, point-of-sale, digital display, social media and experiential. Between 2014 and 2023, retail media revenue has grown 434%.
CASE STUDY
Digital Media: Tenancy to CPM Migration
CHALLENGE
To accelerate retail media growth by transitioning digital media from a tenancy buy, to a CPM model.
SOLUTION
GIG Retail led the vendor selection process, appointing Criteo to deliver a quick integration that gave suppliers access to industry-standard IAB ad formats and more granular targeting options. A second partnership with Scoota unlocked a suite of rich media.
RESULTS
Implementation of a CPM model meant an increase in ad inventory, the introduction of Sponsored Products, real-time view of media availability, and accelerated digital revenue growth.
A selection of objective-based digital media packages, combined with automated booking and ad creative made media buying quicker and easier both for advertisers and for AMP, while enabling in-flight optimisation, improved campaign performance and a reduction in the volume of monthly invoices.
Campaign reporting capability expanded from impressions and CTR to also include ROI and media attribution, so that advertisers could account for every £ spent.
Overall, these upgrades drove increased campaign performance, improved analytics which improved data-led media planning, and greater media investment from suppliers and brands.
CASE STUDY
Workflow Automation
Challenge
Create and optimise business processes for digital and physical media campaign sales.
Design an end-to-end omnichannel process that can manage over 4,000 campaigns each year.
Barriers
This is a highly complex process that involves multiple internal departments as well as external stakeholders, managing the needs of sales, marketing, and 3rd party vendors in tech, data and reporting.
Solution
Developed a custom web portal that integrated with the booking platform, that both suppliers and operations teams use to ensure all media briefs and creatives are captured correctly and on time.
Automation was built into the portal, automatically alerting suppliers to each stage of the process with step-by-step instructions on how to complete briefing forms, select live dates, define KPIs, upload creative assets, and approve final campaign artwork.
The time-saving enabled by automation allowed the operations teams to focus on challenges or non-standard queries, with the net result of getting more media live accurately and on time.
Results
Improved customer satisfaction from the supplier-base
Improved media operations scores enabled by time-saving
More media executed on time, in the correct location, with the correct creative
CASE STUDY
Launching the first discount retailer media centre in the UK
CHALLENGE
To launch, manage and grow the first discount retailer media centre in the UK, with an ambitious seven-figure target of new media revenue in the first year.
SOLUTION
Analysis of the discount sector, and of Poundland’s commercials enabled GIG to evaluate the opportunity size and investment required.
A detailed rollout plan was activated alongside an in-depth sales proposition for suppliers, a suite of sales collateral, ad templates, reporting templates, as well as the recruitment of a media sales team.
The first discounter retail media network in the UK was launched in September 2021 and has expanded to now include a greater media portfolio including branded bays, an ecommerce website, digital screens in-store and most recently the Poundland Perks app.
