Kingfisher, the owner of the B&Q and Screwfix chains, is extending its partnership with CitrusAd to bring retail media opportunities to third-party brands across all its banners.
The home improvement group is already working with retail media provider CitrusAd to deliver a proposition in France, including through a partnership with Unlimitail, a joint venture between Publicis Groupe and grocery giant Carrefour.
The expanded partnership will see Kingfisher work with CitrusAd to bring retail media to all its banners across its other six European markets (UK, Ireland, Poland, Spain, Portugal and Romania), with B&Q going live this month.
Kingfisher stated that brands will have the opportunity to engage with millions of consumers shopping via its websites and apps.
The group suggested that many of its suppliers could become retail media advertisers, with the potential for retail media revenues to reach up to 3% of Kingfisher’s e-commerce 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,” said Marc Vicente, Group Digital Director.
“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, added: “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.”
NAM Implications:
- Kingfisher’s first-party data “can offer customers tailored and relevant adverts at just the right moment in their shopping journey”.
- For suppliers of appropriate brands, an apparent no-brainer.
- Especially vs traditional media.
