Kingfisher expands partnership with CitrusAd to launch retail media across banners including B&Q

Home improvement retailer, Kingfisher, has broadened its partnership with CitrusAd to bring retail media opportunities to third-party brands across its banners – with B&Q live this month.

Kingfisher is already working with CitrusAd, part of advertising and marketing technology firm, Epsilon, a Publicis Groupe company, 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 the pair work together 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’ e-commerce 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 says that it sees the potential for retail media revenues to reach up to 3% of the Group’s e-commerce sales.

Marc Vicente, Group Digital Director at Kingfisher, says: “The expansion of our partnership with CitrusAd will allow us to offer compelling retail media solutions across all our banners.”

“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.”

“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, says: “We are thrilled to expand our partnership with Kingfisher, building on the first successes we are seeing in France. We can’t wait to strengthen their leadership position in the UK and across several European countries.”

“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.”