European home improvement conglomerate Kingfisher — parent company of Screwfix, B&Q, Castorama, Brico Dépôt, TradePoint and Koçtaş — is expanding its partnership with CitrusAd to bring retail media opportunities to third-party brands across all its store banners.
With more than 2,000 stores across its six banners and operating in eight European countries, the deal marks a significant regional expansion for the company’s retail media efforts. Kingfisher already works with CitrusAd in France; now the company will add the UK, Ireland, Poland, Spain, Portugal and Romania. The effort will begin with B&Q and eventually expand to all of Kingfisher’s retail banners.
CitrusAd is part of global advertising and marketing technology company Epsilon, which is part of Publicis Groupe. As such, the deal also signifies inclusion in Unlimitail, the retail media joint venture between Publicis Groupe and Carrefour, designed to collectively advance retail media efforts in Europe and Latin America.
Kingfisher has high hopes for the expansion, with the company saying it “sees the potential for retail media revenues to reach up to 3% of the group’s ecommerce sales.”
“Brands are increasingly recognizing the effectiveness of retail media, and with around 1 billion visits across our ecommerce touch points, Kingfisher can offer a powerful proposition,” said Marc Vicente, Group Digital Director at Kingfisher in a statement. “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.”