Kingfisher is joining the retail media stampede with a new B&Q platform allowing third-party brands to advertise across ecommerce websites and apps.
The group already works with Publicis-owned CitrusAd in France to deliver its retail media proposition and is now rolling this out across the UK, Ireland, Poland, Spain, Portugal and Romania.
CitrusAd works with over 4,000 brands and 70 major retailers in 25 countries to plan, buy and optimise highly personalised campaigns.
The company, which was set up in 2017 in Australia, allows retailers to monetise their digital shelf space, while helping suppliers increase sales through targeted sponsored product and banner ad campaigns at the point of purchase. It was bought by Publicis in 2021 and is now part of Epsilon.
Its US clients include Macy’s, The Fresh Grocer, Woolworths, Petco and ProFarma, while in the UK it works with Tesco, Sainsbury’s, Argos, and Ocado.
Kingfisher claims that brands will be able to engage with millions of shoppers and reach them at every stage of their shopping journey.
Kingfisher group digital director Marc Vicente said: “Brands are increasingly recognising the effectiveness of retail media, and with around one billion visits across our ecommerce touch points, Kingfisher can offer a powerful proposition.
“We are bringing brands 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.”
CitrusAd EMEA chief executive Alban Villani 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.”
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