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Kingfisher France Launches Retail Media Agency

Castorama Bordeaux Merignac 725 x 500

In a fast-growing retail media market, Kingfisher France is preparing to support advertisers in the home improvement sector by launching Kingfisher Retail Media France. Headed by Gwenola Coicaud, it is a new component of the digital strategy of Kingfisher France and its two banners, Castorama and Brico Dépôt. The launch is accompanied by a partnership with Unlimitail, a recently established joint venture between Carrefour and Publicis.

The creation of Kingfisher Retail Media France is driven by the opportunities in new advertising practices generated by the acceleration of technology and the growth of e-commerce.

Kingfisher Retail Media France offers personalised support for advertisers (suppliers) and customers, optimising the purchasing experience. The benefits for our stakeholders include:

  • Offering a complete marketing solution to our suppliers, in line with their evolving advertising strategies, through deployment of a wide range of multi-channel communication tools, including advertising formats on merchant sites, video content, in-store displays, newsletters, and access to dedicated insights.

  • Better meeting the needs of our customers through precise targeting, the creation of personalised purchasing paths, and offering tailored product recommendations.

  • Strengthening our banner’s expertise in omnichannel retailing by enhancing their ability to support the media buying strategies of advertising suppliers.

To drive the success of this launch, Kingfisher France has appointed Gwenola Coicaud to the position of Retail Media Director, who will bring her industry and retail media expertise to this new activity. She will report directly to Romain Roulleau, Director of Digital Strategy at Kingfisher France. Based in Paris and with 20 years' experience in retail media, Gwenola will be responsible for developing Kingfisher’s retail media business.

Gwenola commented: “I am delighted to be joining one of the major players in the home improvement sector to support the creation and development of Kingfisher Retail Media France. This launch sends out a strong signal to all e-commerce platforms in France. With our retail media agency, we are determined to enrich the customer experience and optimise the media mix strategies of advertising suppliers, by offering them communication opportunities as close as possible to the moment of purchase. Today, the Castorama and Brico Dépôt platforms have tremendous assets to consolidate this advertising lever”.

The creation of Kingfisher Retail Media France is accompanied by a partnership between Kingfisher France and Unlimitail, a joint venture between Publicis and Carrefour. The aim of this partnership is to strengthen the growth of retail media in France and Europe, by combining technological and commercial expertise. This announcement, which directly echoes Kingfisher's strategic positioning, maximises the opportunities offered by Citrus Ad technology, already present on Castorama France’s website and currently being rolled out at Brico Dépôt.

Romain Roulleau, Director of Digital Strategy at Kingfisher France, added: “Retail media is becoming a key activity for retailers, at a time when that part of the market is growing significantly. Retail media is strengthening the traditional business of advertising agencies by providing brands with greater precision, thanks to the power of digital and data. At Kingfisher we are convinced that our omnichannel points of contact, whether in-store or online, represent the most appropriate solution for supporting the marketing and sales development of our advertising suppliers and optimising their investments. In this respect, the joint venture created by Publicis and Carrefour is not only a truly trusted partner, but also a powerful lever for strengthening the commercial activity and technological expertise of our retail media agency”.

The full range of services offered by Kingfisher Retail Media can now be found at:

Source : Kingfisher France

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19 June 2023

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