Wickes today announces the launch of Wickes Connected Retail Media, a new retail media network that goes live with both onsite and offsite capabilities from day one. This is a first-of-its-kind proposition in the home improvement category, designed to help brands connect with the UK’s diverse home improvement audience wherever they are browsing, researching or shopping for products. Developed in partnership with Epsilon, Wickes Connected Retail Media enables brands to reach DIYers, design and installation customers, and trade professionals with tailored messages that align with the project they’re working on, from start to finish.
Powered by Epsilon’s COREid identity graph, Wickes Connected Retail Media supports more precise activation both within Wickes’ ecosystem and web-wide by helping brands bring together digital and in-store signals into a consistent view of their audience.
The proposition is underpinned by Wickes’ investment in linking its digital channels with 230 stores. With 96% of sales touching a Wickes store and two-thirds digitally enabled, the business provides a natural bridge between online discovery and in-store action, supported by board-level commitment to retail media as a long-term growth lever.
Gary Kibble, chief marketing and digital officer at Wickes, said: “We’re proud to launch Wickes Connected Retail Media in partnership with Epsilon, a major step forward for our business. This network makes it easier than ever for our customers to discover the brands and products that help them get their projects right. From first-time DIYers and design and installation customers to trade professionals managing multiple jobs each week, our shoppers have distinctive ways of researching, browsing and buying. We’re excited to see the impact this will have for brands and customers alike, connecting them at the moments that matter most.”
Simon Trewavas, SVP commerce at Epsilon, says: “Wickes brings together a uniquely broad and highly engaged home improvement audience across both its digital platforms and store network. Customers come to Wickes to plan projects, sense check their ideas and buy products that often form part of an ongoing relationship with the brand. That creates a real opportunity for advertisers to think beyond short term performance and focus on how they support customers in ways that build trust, confidence and long term loyalty.
We’re excited to support Wickes as they continue to test, learn and scale across categories, building a connected retail media proposition that truly reflects how people plan, shop and complete home improvement projects.”
Wickes Connected Retail Media is designed to support a wide range of advertisers, from established manufacturers to smaller specialist trade brands, with flexible ways to test, learn and scale activity over time.
