Kingfisher will launch a retail media offer with B&Q set to go live this month as the business predicts revenue from advertisers will reach 3% of group online sales.

The DIY behemoth is working with CitrusAd to deliver the proposition, which will allow third-party brands to advertise across the ecommerce websites and apps of all its banners. It anticipates that many of its suppliers could become advertisers.

Kingfisher already works with Epsilon-owned CitrusAd in France to deliver its retail media proposition. It will now roll this out across the UK, Ireland, Poland, Spain, Portugal and Romania.

Brands will be able to engage with Kingfisher’s millions of shoppers and reach them at every stage of their shopping journey, the retailer said.

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Kingfisher group digital director Marc Vicente said: “Brands are increasingly recognising the effectiveness of retail media, and with around one billion visits across our ecommerce 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.”

CitrusAd EMEA CEO Alban Villani added: “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.”

Retail media a big growth area in the sector with many business vying to grow revenue through advertising on their websites and in stores.

Earlier this week electricals retailer Currys unveiled its new retail media network.

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