Kingfisher-owned retailer Screwfix, which supplies both trade and DIY customers, has appointed a new agency to transform its digital marketing, following a competitive, multi-stage pitch process handled in-house.
Incubeta has been awarded full responsibility for the retailer’s PPC account management and strategic consultancy for the UK and Ireland, as part of Screwfix’s ambitious ecommerce growth strategy.
Central to the work will be the development of an AI-driven performance engine to manage over 70,000 SKUs at scale. This will involve transitioning Screwfix to an advanced, dynamic feed management solution, while leveraging automation and agentic AI to adapt to changing inventory and market conditions.
Incubeta will implement its proprietary Seamless Shopping AI-powered feed enhancement and predictive lifetime value modelling, with the aim of driving incrementality and profitable outcomes.
M&C Saatchi handles the retailer’s advertising activity, which is fronted by Mo Farrah (pictured).
Screwfix digital and data director Sue Harries said: “We needed a partner with strong technical capability, experience of managing at scale, innovative strategic thinking, and a strong partnership mindset to deliver against our goals.
“Incubeta’s demand-led growth approach and ability to rapidly reallocate investment based on live consumer signals, rather than fixed forecasts, aligns strongly with our thinking and supports our ambition to accelerate growth.”
Incubeta managing director Andrew Turner added: “We are incredibly proud to partner with Screwfix to deploy an ambitious strategy designed to power a period of unprecedented digital transformational growth for their business. By deeply integrating our performance expertise and seamless technology with their vision, we will ultimately enhance the customers omnichannel experience and further grow their market leadership.”
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