GIG Retail

What GIG Retail does

GIG Retail is a UK-headquartered retail media agency founded in 2009 (originally as Great Ideas Group in Melbourne, Australia) that designs, builds, and scales retail media networks (RMNs) for enterprise retailers globally. The company operates across five offices in Leeds, London, New York, Cape Town, and Johannesburg, and is a member of the Advantage Smollan Group following a 2021 transaction. Its service portfolio is structured into three pillars: Strategy & Insight, Planning & Activation, and Measurement & Evaluation, delivered through modular engagement models ranging from full-service managed operations to enablement partnerships.

The technology stack comprises two proprietary platforms: MediaMetrics, an end-to-end booking-to-billing media management system, and Glacier, a first-party data portal providing near real-time trading data, category views, and NPD tracking. The Icebreakers Programme provides exclusive media access as a loyalty mechanism, and a custom Workflow Automation Portal handles over 4,000 campaigns annually for ASDA Media Partnerships. GIG Retail is platform-agnostic and integrates with third-party technology providers including Salesforce (for Walmart Canada Connect), Criteo, and Scoota.

Revenue is generated through professional services (consultancy), managed services (end-to-end campaign operations), and recurring subscriptions (Glacier data portal access). The customer base includes ASDA, Walmart Canada/US/Mexico, Iceland, Poundland, Motor Fuel Group (MFG), and Pick n Pay, with reported outcomes including 434% revenue growth delivered for ASDA Media Partnerships between 2014 and 2023 and seven-figure non-endemic investment unlocked for Iceland in year one. No revenue, funding, or valuation figures are publicly disclosed.

Name

GIG Retail

Legal name

GIG Retail Limited

Website

https://gigretail.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Retail Media Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830)

akta.pro primary industry

Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.) (BPAFACAD)

Keywords

• Retail media agency
• Media network management
• Retail media consulting
• Campaign operations services
• First-party data analytics

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Retail Media Consultancy & Management Services: GIG Retail provides specialist retail media consultancy services including strategy development, network planning, and ongoing management of retail media networks. Services span from launching new networks to enhancing existing ones, helping drive measurable revenue and future-proof retail media propositions.
2. Media Operations & Campaign Management: GIG manages end-to-end campaign delivery including briefing, creative asset collation, campaign execution, reporting and evaluation. This includes media sales, account management, and ongoing optimisation of retail media networks.
3. Data & Analytics Subscription: Glacier data portal provides subscription-based access to first-party trading data and shopper intelligence, enabling brands to inform trading and marketing decisions with the goal of driving increased product sales and media ROAS.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

GIG Retail is a specialist retail media agency that designs, builds, and scales high-performing retail media networks for global retailers and brands. Its core offering spans three service pillars — Strategy & Insight, Planning & Activation, and Measurement & Evaluation — covering everything from RMN launch planning and opportunity sizing to end-to-end media sales, campaign operations, and analytics. The agency delivers this through four modular engagement models (Do it for me, Run this part for me, Enable me, Partner with me) and proprietary platforms MediaMetrics and Glacier.

Product overview

GIG Retail is a retail media agency offering a modular service portfolio alongside proprietary technology platforms. The core offering consists of Strategy & Insight, Planning & Activation, and Measurement & Evaluation services for building and scaling retail media networks. Supporting the service portfolio are two proprietary platforms: MediaMetrics (end-to-end booking-to-billing media management) and Glacier (first-party data portal for trading insights). The Icebreakers Programme provides exclusive media access as a loyalty mechanism. GIG Retail is platform and partner agnostic, working with various technology partners including Criteo, Scoota, and Salesforce depending on client needs.

Differentiator

Problem solved

Functional benefit

Brands

• MediaMetrics: End-to-end booking to billing media management platform developed for retailers.
• Glacier
• Icebreakers

Products and services

• Strategy & Insight Consultancy services covering opportunity sizing for retail media network launch, data, platform and technology advisory, retail media optimisation consultancy, and media event programme design for global retailers.
• Planning & Activation Campaign execution services covering media sales and account management, media operations design, content design and product marketing, and process optimisation and project management support for retail media networks.
• Measurement & Evaluation Analytics and reporting services including campaign reporting and evaluation, advanced insight and evaluation, business performance analysis, and bespoke data science and analytics for retail media networks.
• MediaMetrics End-to-end booking-to-billing media management platform that drives operational efficiencies for retail media networks, enabling brands to maximise and monitor performance of their retail media investment.
• Glacier First-party data portal enabling brands to identify share gaps, competitive threats and growth drivers with near real-time trading data, category views, performance dynamics, NPD tracking, and basket analysis.
• Icebreakers Programme Exclusive media access programme giving brands access to high-impact media assets in return for continued investment into the retailer's retail media network.

Quantifiable outcome

• 434% revenue growth for ASDA Media Partnerships between 2014-2023
• +6 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered major, core and minor.

• Pick n PaymajorStrategic or Co-development Partner · 1 November 2025South African retailer Pick n Pay partnered with GIG Retail to accelerate growth of their retail media proposition 'Connect'. Partnership enables brands to get closer to customers through joint business plans and omnichannel media planning, facilitated by purpose-built booking-to-billing media platform. GIG is building new team in South Africa to support this partnership.
• Motor Fuel Group (MFG)majorStrategic or Co-development Partner · 1 June 2025MFG, the UK's largest independent fuel and convenience forecourt operator, announced new digital advertising proposition across 1,200+ forecourt network delivered in partnership with GIG Retail. Multi-format digital screen network includes window screens (high-brightness, outward-facing), above-payment counter screens, and till screens. GIG manages sales, operations, and campaign execution for brands advertising across MFG network.
• Iceland / Iceland Food WarehousemajorStrategic or Co-development Partner · 1 May 2025Iceland appointed GIG Retail as retail media partner to launch next-generation retail media network. GIG driving growth through omnichannel media planning, media innovation, and comprehensive campaign evaluation and insight. Purpose-built booking-to-billing platform (MediaMetrics) drives operational efficiencies. Partnership marks pivotal step in Iceland's retail media evolution with ambition to create market-leading RMN delivering meaningful customer experiences while maximising ROI for brands.
• Smollan Group / Advantage Smollan GroupcoreStrategic or Co-development PartnerGIG Retail is part of the Smollan Group (trading as Advantage Smollan Group), a global network of agencies specialising in sales, marketing and data solutions for retailers and consumer goods companies. GIG Retail utilises Smollan's global network to activate campaigns at scale worldwide, with additional benefit of local knowledge, expertise and feet on the ground. David Smollan (CEO) and Mike Smollan (Director of Growth & Innovation) ensure agencies put clients at front and centre of everything they do.
• SalesforcecoreTechnology or IntegrationGIG Retail serves as long-term Salesforce partner for Walmart Canada Connect. Led multiple phases of platform transformation including migration from legacy managed package to next-generation, media-focused Salesforce solution. Manages ongoing platform development, integrations, and optimisation supporting thousands of campaigns annually.
• IMAminorStrategic or Co-development PartnerIMA is a sister agency within the Advantage Smollan Group, sharing GIG Retail's Leeds office near Leeds Dock. The open-plan office space is shared with IMA creating a highly energetic, collaborative environment.
• GroupMminorStrategic or Co-development PartnerGroupM, WPP's media investment group, established significant strategic media partnership with Tesco Media & Insight Platform. GIG Retail provided industry commentary on this development. The partnership drives data-led solutions, education, and innovation across retail media in the UK.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Flywheel (Omnicom): Flywheel is Omnicom's dedicated commerce media agency, providing retail media planning, activation, and analytics across platforms like Amazon, Walmart, and Kroger. Directly comparable to GIG in offering managed retail media services to brands and retailers, though with larger agency backing.
• Criteo: Criteo is a global commerce media platform that provides retail media technology including SSP, ad serving, and audience solutions. Directly comparable to GIG because GIG integrated Criteo into ASDA's media stack and Criteo competes for the same retail media budgets GIG manages.
• dunnhumby: dunnhumby is the UK-headquartered data science company that powers Tesco Media and Insight Platform. Directly comparable to GIG in providing retail media data, technology, and operational services to one of the world's largest grocery retailers — a key competitor for similar RMN mandates.
• Tinuiti: Tinuiti is a large independent digital marketing agency with strong retail media network capabilities (Amazon, Walmart, Target, Instacart). Comparable to GIG in delivering managed retail media services across major retailers, with similar technology-enabled campaign operations.
• Mars United Commerce: Mars United Commerce is a global commerce marketing agency that builds retail media and shopper marketing capabilities for retailers and brands. It is one of the closest direct comparables to GIG Retail in terms of retail media network services, campaign management, and platform-agnostic operating model.

Emerging players

• Croud: Croud is an independent global digital media agency with growing retail media network services. Comparable to GIG in offering platform-agnostic, tech-enabled media services to enterprise clients, with similar agency-of-record style engagements.

Broad incumbents

• Walmart Connect: Walmart Connect is the in-house retail media business of Walmart, one of GIG's largest clients. Directly comparable as a competitor for retail media budgets globally — GIG works with Walmart Canada via Salesforce, but also competes with Walmart Connect's scaled in-house capabilities for other retailer mandates.
• Publicis Commerce / Starcom: Publicis operates dedicated commerce and retail media capabilities through Starcom, Publicis Media, and Epsilon. Comparable to GIG as a competing agency for retail media mandates, but operates as a large holding company with broader portfolio services.
• GroupM (WPP): GroupM is WPP's media investment group with a growing retail media practice and recent strategic partnership with Tesco Media. Comparable to GIG as a buyer and operator of retail media at scale, but operates as a broad incumbent agency holding group rather than a specialist.

Others

• Advantage Smollan Group: Advantage Smollan Group (formerly Smollan) is GIG Retail's parent conglomerate and a global field marketing and retail solutions group. IMA is a sister agency within the group. Comparable not as a competitor but as the parent enabling GIG's international reach and cross-sell capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gig-retail

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GIG Retail