Shopping On Ice

bringing some fun to the Christmas food shop

Insight

Iceland had been named the UK’s top supermarket for customer satisfaction numerous times, the brand-new experience aimed to bring some fun to what is often seen as just another festive chore – the Christmas food shop.

Our research found that four in five parents (83%) wish they had more time to enjoy the run up to the big day.

With nine in 10 children (89%) finding the Christmas food shop boring, we wanted to add some extra fun to the experience.

Idea

To bring some fun to the Christmas food shop, supermarket chain Iceland would trial a new concept – Shopping on Ice.

A world first, supermarket aisles in their London Stratford branch were transformed to ice.

A team of 12 ice rink experts worked through the night, refitting the entire store with 250 square meters of synthetic ice to complete the spectacular transformation.

 

 

To bring some fun to the Christmas food shop, supermarket chain Iceland trialled a new concept – Shopping on Ice. A world first, supermarket aisles in their London Stratford branch were transformed to ice.
A team of 12 ice rink experts worked through the night, refitting the entire store with 250 square meters of synthetic ice to complete the spectacular transformation.

A locker room area was installed where shoppers were invited to swap their footwear for skates, meaning they could glide through the aisles as they picked up their essentials ready for Christmas.