Kingfisher expands partnership with CitrusAd to launch retail media across its banners

Kingfisher, the international home improvement retailer, has broadened its partnership with CitrusAd to bring retail media opportunities to third-party brands across its banners - starting with B&Q, which launched this month.

Kingfisher is already working with CitrusAd, the leading retail media provider, 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 Kingfisher work with CitrusAd 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’ popular and fast-growing ecommerce websites and apps, reaching them at every stage of their shopping journey.

CitrusAd is part of global advertising and marketing technology company Epsilon, a Publicis Groupe company, and a recognized leader in retail media. Together, Epsilon and CitrusAd deliver a world-leading retail media platform, with their technology enabling brands to easily set up, manage and measure campaigns.

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 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, said: 

“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, said: 

“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.”

Notes to editors

About Kingfisher plc

Kingfisher plc is an international home improvement company with over 2,000 stores, supported by a team of over 80,000 colleagues. We operate in eight countries across Europe under retail banners including Screwfix, B&Q, Castorama, Brico Dépôt, TradePoint and Koçtaş. We offer home improvement products and services to consumers and trade professionals who shop in our stores and via our e-commerce channels. At Kingfisher, our purpose is to help make better homes accessible for everyone. For more information, visit

About CitrusAd

CitrusAd is a leading retail media provider and part of Epsilon, a global advertising and marketing technology company owned by Publicis Groupe. The CitrusAd platform sits at the center of Epsilon’s comprehensive, scalable retail media network offering. By harnessing the power of first-party data and industry-leading identity resolution, the unified, self-serve platform delivers shopper-relevant advertising experiences on commerce websites and across the open web resulting in higher conversions. Leading retailers across the globe rely on CitrusAd to help grow retail media as a core function for incremental media revenue and sales volume that delivers great ROI for brands. For more information, visit