Case Study
How Iceland tailors content to 900 stores from one CMS
900 stores. Different ranges, promotions and delivery options at every one. And a banner on the Iceland website that has to be relevant to the store serving each customer.
That’s the challenge Iceland, the UK frozen food specialist, solved with location-based personalization, using Amplience CMS and Salesforce. Amplience CMS holds the content. Salesforce decides who sees it. Each customer gets a banner for the services their own store actually offers.
Key takeaways
Iceland, the UK frozen food specialist, uses Amplience CMS, part of the Amplience Content Operations Platform, as the headless CMS in a composable commerce stack with Salesforce Commerce Cloud and Algolia.
Iceland delivers location-based personalization by creating content in Amplience CMS and using customer and store data from Salesforce to decide what each customer sees.
Conditional banners hide offers a customer’s local store doesn’t provide, and recurring schedules show messages on set days and times.
Creative teams now focus on the message and the design, while Salesforce data and schedules in Amplience CMS handle who sees each banner, and when.
Iceland started with a small proof of concept, built jointly by Amplience’s Premier Success team and Iceland’s own engineers, who now build new conditional components in Amplience CMS on their own.
Why one banner couldn’t work for every Iceland customer
Iceland makes the frozen food it sells. Online shopping now makes up around a third of the business, and most orders are picked from its 900 stores rather than a central warehouse. Customers can order direct or through partners including Amazon, Uber Eats, Just Eat and Deliveroo.
Because orders are picked in store, each online customer is served by their local store, and no two stores are quite the same. Ranges and promotions vary by region, bigger stores stock more, and delivery options differ too.
Iceland already offered next-day and future-day delivery. In the last two years, it has added same-day delivery, an even faster service and more delivery partners. Not every store offers every service, and delivery prices vary too. So each new service meant more versions of the same banner to cover every combination, increasing the risk of duplicated work and mistakes.
And demand for speed keeps growing. By September 2025, same-day delivery made up nearly half of Iceland’s online orders, with some stores offering delivery within two hours of a 30-minute cut-off, and others trialing round-the-clock delivery slots.
Iceland’s website is built on composable commerce, combining Salesforce Commerce Cloud for transactions, Algolia for search and merchandising, and Amplience CMS for content. Grocery delivery moves fast, so Iceland swaps out parts of the stack when it needs to. Its storefront is being rebuilt right now, while Amplience CMS stays in place.
How Iceland personalizes ecommerce content with Amplience CMS and Salesforce
Amplience CMS holds the content, Salesforce picks the audience
Iceland splits the job in two. The team creates content in Amplience CMS. Then customer and store data from Salesforce Commerce Cloud decides who sees what. Algolia arranges products to match each store’s range, and Amplience CMS supplies the banners that sit alongside them.
“We use Salesforce Commerce Cloud behind the scenes to control what we’re targeting, and Amplience sits on top of that, serving the content.”Chris Adams, Product Manager, Iceland
The result is fewer versions to manage. Instead of a separate banner for every store and service, one banner adapts to each customer. Assets are reused, and the right content is pulled in for each store and each customer.
Location-based personalization for every Iceland customer
The service is the same everywhere. Delivery prices and availability aren’t. So Iceland built conditional elements into the banners it builds in Amplience CMS, with live text that reflects what’s available.
When a customer logs in, they see the delivery offer their own store provides, at the right price. If a service isn’t available to them, the banner doesn’t show at all. Recurring schedules at component level let the team show messages on set days of the week, at set times of day.
That matters in grocery, where customers can easily switch to a competitor if a promise isn’t kept.
Creative teams keep full control over how each banner looks. Customer and store data from Salesforce decides who sees it, and schedules set in Amplience CMS decide when.
Proving the approach with Amplience’s Premier Success team
The team at Iceland knew exactly what problem they wanted to solve, but conditional banners were new to them. So they started small, with a single proof of concept.
Iceland invested in dedicated hours with Amplience’s Premier Success team, who built their version of the approach while Iceland’s own engineers built a prototype in parallel. Then the two teams compared their versions and combined what worked from each into one solution.
The proof of concept gave Iceland a working example to show the rest of the business, so conditional elements could be rolled out across its other components. And working side by side with Amplience’s Premier Success team gave Iceland’s engineers the skills to build new conditional components in Amplience CMS on their own.
What’s changed for Iceland with Amplience CMS
| Before location-based personalization | With Amplience CMS & Salesforce |
|---|---|
| Generic banners shown to every customer | Banners relevant to each customer’s store, range and delivery options |
| A high risk of duplicated work across 900 store ranges | Reused content and assets, with Salesforce data deciding who sees what |
Banners are now hidden where a service isn’t offered, so customers only see what they can actually order. And Iceland’s engineers now build new conditional components in Amplience CMS on their own.
What’s next for Iceland’s content operations
As of September 2026, Iceland is preparing to launch a new rapid delivery service, developed end to end in around 11 weeks. A new storefront will follow in January 2027.
Every new delivery service adds more content for Iceland’s content team to create and manage. So the next step is finding smarter ways to handle it, starting with regulatory information and customer help content.
Regulatory information comes first. Rules on food, packaging and product recalls keep changing, and the admin behind them is the hard part. Iceland is working with Amplience to see how the wider Amplience Content Operations Platform, including Amplience Workforce, could take on that admin. The approach starts from the outcome, rather than automating the existing process.
Watch Iceland at Amplify: Agentic Commerce Live
In the full session on the Power User stage, Chris explains how Iceland keeps pace with constant change, and why starting with a proof of concept paid off.
Every store. Every customer. The right content.
If every new service means another round of banners, let your commerce data do the targeting. We’ll show you how the Amplience Content Operations Platform works with the tools you already use.