At Kingfisher, everything begins with an in-depth understanding of shopping behaviors. By analyzing customer journeys both online and in stores, the team creates precise segmentations for targeted advertising campaigns. This unique ability to connect digital data with in-store results is a game changer, particularly in the DIY sector, where customers often research online but complete their purchases in stores.
“We can measure the direct impact of our campaigns on sales, whether online or at our retailers like Castorama and Brico Dépôt,” explains Gwenola. This unique model positions Kingfisher Retail Media as a critical partner for manufacturers, from large corporations to emerging brands.
Innovation is at the heart of Kingfisher’s strategy. Solutions like brand coaches provide manufacturers with dedicated support to optimize their presence and address various challenges (inventory, product listings, brand content). This system enables all brands, even smaller ones, to improve visibility and performance.
To structure this approach, Kingfisher employs a three-step methodology: Hack, Pack, Stack—rapid testing, structuring what works, and scaling with the best technologies. This pragmatic and efficient strategy has already helped some brands double their revenue within months.
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