What: Kingfisher expands its retail media activities.

Why it is important: it is done in collaboration with Citrus Ad, which has been a partner for a while now.

Kingfisher, a major player in the DIY sector, is launching a retail media platform with its subsidiary B&Q. This initiative, predicted to generate revenue amounting to 3% of the group's online sales, will be in collaboration with CitrusAd. It allows third-party brands to advertise on the e-commerce websites and apps of all Kingfisher's banners. Already implemented in France, this strategy will expand to the UK, Ireland, Poland, Spain, Portugal, and Romania.

The platform aims to give brands access to Kingfisher's extensive customer base, enabling targeted advertising throughout the customer's shopping journey. Marc Vicente, Kingfisher's group digital director, highlights the effectiveness of retail media and the opportunity for brands to utilize data for more relevant and timely advertising. Alban Villani, CEO of CitrusAd EMEA, comments on the potential to optimize suppliers' media strategies and enhance customer experiences. This move is part of a growing trend in retail where businesses leverage their digital platforms for advertising revenue.

Kingfisher launches retail media business