International home improvement retailer Kingfisher is expanding its partnership with CitrusAd (part of Publicis Groupe’s Epsilon) to launch retail media across Kingfisher store brands in six European countries, starting with B&Q in the UK this month. 

The retailer will also work with CitrusAd  on retail media efforts for stores (operating under various names) in Ireland, Poland, Spain, Portugal and Romania. 

It is anticipated that many of Kingfisher’s suppliers – including leading national and international home improvement brands –will likely become retail media advertisers. As a result, Kingfisher sees the potential for retail media revenues to reach up to 3% of the Group’s e-commerce sales.  

Kingfisher is already working with CitrusAd to deliver its retail media proposition in France, including through its partnership with Unlimitail, the joint venture between Publicis Groupe and Carrefour. 

Marc Vicente, Group Digital Director at Kingfisher, said, “Brands are increasingly recognizing 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.” 

Kingfisher has over 2,000 stores and 80,000 employees operating in eight countries. Stores operate under retail names including Screwfix, B&Q, Castorama, Brico Dépôt, TradePoint and Koçta.