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B&Q set to feature third-party brands across its website banners


Kingfisher, which owns both Screwfix and B&Q, will bring retail media opportunities to third-party brands across its banners – with B&Q going live this month.

Kingfisher is already working with retail media provider CitrusAd to deliver its retail media proposition in France, including through its partnership with Unlimitail, the joint venture between Publicis Groupe and Carrefour. The expanded partnership will see Kingfisher work with CitrusAd to bring retail media to all its banners across six further European countries – UK, Ireland, Poland, Spain, Portugal and Romania.

Brands will have the opportunity to engage with millions of customers shopping via the banners’ popular and fast-growing ecommerce websites and apps, reaching them at every stage of their shopping journey.

It is anticipated that many of Kingfisher’s suppliers – including leading national and international home improvement brands – could become retail media advertisers. Over time, Kingfisher sees the potential for retail media revenues to reach up to 3% of the Group’s ecommerce sales.

“Brands are increasingly recognising the effectiveness of retail media, and with around one billion visits across our e-commerce touch points, Kingfisher can offer a powerful proposition,” explained Marc Vicente, group digital director at Kingfisher.

“We are bringing brands exciting opportunities to make their marketing budgets go further through the power of data, offering customers tailored and relevant adverts at just the right moment in their shopping journey.”

Alban Villani, EMEA CEO, CitrusAd, said: “Our advanced retail media tools and strategies will help optimise their suppliers’ media mix and customers’ journeys. We are seeing the home improvement industry accelerating on retail media across the world, and we are looking forward to pioneering it across Europe with Kingfisher.”

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