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.