Home » Retail media: despite Kingfisher and Leroy Merlin’s initiatives, the DIY market will need 18 to 24 months to become mature Retail media: despite Kingfisher and Leroy Merlin’s initiatives, the DIY market will need 18 to 24 months to become mature Ahead of the launch of a marketplace in France, Kingfisher launched its own retail media agency in June 2023. As this advertising market grew by 15% in H1 2023 (after a rise of 30% last year), the retailer wants to be one step ahead of Leroy Merlin, which has adopted a different approach. Through . Published on 28 August 2023 à 16h54 - Update on 28 August 2023 à 16h54 Resources In mid-June 2023, Kingfisher announced the launch of Kingfisher Retail Media France, an omnichannel retail media agency run by Gwenola Coicaud (formerly of Criteo) for the Castorama and Brico Depot brands. This is not a new initiative for the retailer. Since the beginning of 2022, in order to improve the efficiency of campaign orchestration and measurement, it has adopted the CitrusAs (Publicis) automated ad serving technology,… omnichannelretail media
