Home improvement retailer Kingfisher taps AI tech driven personalisation as it ups profit target
Kingfisher Group, which owns B&Q and Screwfix in the UK and Castorama and Brico Depot in France and other markets, is using AI enabled productivity tools, including Fabric, to accelerate content creation, enhance SEO and improve conversion.
The FTSE 100 home improvement retailer lifted the lid on its AI and other tech initiatives as it raised its profit target despite seeing a heatwave driven drop off in sales at B&Q. It now expects to make a pre-tax profit of between £595 million and £635 million, having previously guided between £565 million and £625 million. Last year, it posted a £560 million profit.
Other highlights from its full year profit guidance and HY26/27 results include: group e-commerce sales reached 22% penetration. Group app sales now account for 29% of e-commerce sales, with app customers spending approximately 14% more than non-app users.
AI driven personalisation increased +16% generating approximately £100 million of sales, showing, Kingfisher claims, the growing value of its data and digital capabilities. Click & Collect sales were up +9% and home delivery sales +15%, supported by store-based fulfilment network and marketplace growth.
Screwfix Sprint (20 min delivery) was up +50% reflecting the growing demand for rapid fulfilment, particularly in Kingfisher’s City stores. Marketplace GMV rose +42% to £372 million, representing 18% of e-commerce sales. There has been investment in platform enhancements including Buybox, which helps customers find the best offer from multiple vendors by balancing price, merchant performance and delivery speed.
B&Q, meanwhile, continued to stump up cash for search and navigation capabilities, supporting improvements in online traffic and conversion. Natural language search is planned for implementation at B&Q in H2. The next phase of digital commerce will also include agent enabled shopping experiences.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
