1. Iceland Snapshot, February 2019
Retailer performance
Must see stores
2017
2018e
% change
Turnover (ex VAT)
£2,973m
£3,151m
+6.0%
No. of stores
905
938
+3.6%
Space (sq m)
465,601
504,484
+8.4%
Where
Why
Iceland, 4 The Pavement, Clapham, London, SW4 0HY
Iceland Clapham is the first store to be transformed to reflect the modern image that the frozen retailer is rolling out.
To view the store visit report, click here.
The Food Warehouse, Phoenix Retail Park, Stafford St, Wolverhampton WV1 1NT
The largest of the new format stores was rolled out in March 2018, offering innovative ranges and premium products at discount prices. This format is quickly being expanded.
To view our Food Warehouse store visit report, click here.
Source: IGD Research
Trading priorities
Your checklist to trade with Iceland
Delivering ‘great everyday value’
Demonstrating compelling value credentials is core to Iceland’s strategy with a focus on round pound pricing
Offering eye-catching short tem deals, particularly on brands, is key to driving footfall and basket size
Range innovation
Investment in new products and communicating quality to underpin the appeal of frozen food, dominated by own brand
Iceland has expanded its premium private label range of groceries under its ‘luxury’ brand
Building customer engagement
A multi-channel strategy maximises the effectiveness of Iceland’s marketing budget
The retailer first launched its #PowerofFrozen campaign on Twitter in The campaign is designed to transform the attitudes of shoppers, encouraging them to think more positively about frozen food.
Multichannel strategy
Plans to further expand the network of larger format Food Warehouse stores
Changing perception by improving core store format in line with the Clapham refurbishment: the format is being rolled out nationally.
A priority for Iceland’s online business is to make shoppers complete a “Full Shop With Iceland”. Iceland is selling its strengths such as frozen fish, meat etc but also fruit and veg. A bigger basket will help gain market share and make the operation more profitable.
International expansion
Main focus on expanding its store network in the Republic of Ireland
Can your products demonstrate the mass market appeal and compelling value expected by Iceland customers?
Does Iceland’s increasing willingness to include dedicated fixtures for brands in-store present opportunities?
Can you work with Iceland to develop pack sizes that meet its preference for round pound price points?
Does Iceland’s focus on enhancing the quality and uniqueness of its own brand offer present opportunities?
Can you use the Bonus Card to promote your products?
Does Iceland’s international expansion present opportunities for your business?
© IGD 2019
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2. Iceland Snapshot, February 2019
New marketing initiatives
See the full Iceland profile on Retail Analysis
Read
Selected key executives
Latest developments
When?
What?
So what?
January 2019
Iceland: steady expansion in Norway
Iceland has announced plans to open three new stores in Norway, according to Nettavisen. This comes after its initial launch of two in May 2018.
Iceland shoppers rewarded for recycling
Iceland shoppers earn more than £30k in reward for returning plastic bottles as the retailer updates on the first phase of its bottle returns trial.
December 2018
Iceland’s online exclusive '12 deals of Christmas'
Iceland is running an online exclusive promotion called '12 deals of Christmas' from Monday 10th December to Friday 21st December. A new product is put on promotion each day, with its strong value proposition being the key sales driver.
November 2018
The Food Warehouse trials first Wine Warehouse
The new Wine Warehouse is located in its Cheltenham store; formerly the site of a Whole Foods. At 27,000 sq ft, it is the largest store in the estate. Following an investment of more than £1.5m, Iceland has created an improved in-store experience to serve more shoppers.
September 2018
Iceland launches vegan labelling
Following the recent expansion of its plant-based range, Iceland is the latest supermarket set to launch a ‘suitable for vegans’ label across its private label offer.
Name
Title
Malcolm Walker
Chairman and CEO
Tarsem Dhaliwal
Group Managing Director
Nigel Broadhurst
Managing Director
Richard Ewen
Trading Finance Director
Ewan McMahon
Operational Director
David Devany
MD – Online
Richard Walker
MD – Food Warehouse
© IGD 2019
Source: IGD Research