Wickes launches new retail media platform

Dubbed “Wickes Connected Retail Media”, the retailer said it is a “first of its kind” proposition in the home improvement category and is designed to help brands connect with a large audience browsing or shopping for products.

The network has been developed with Epsilon to enable brands working with them to reach customers and trade professionals with personalised messages that align with whatever they are working on.

It is powered by Epsilon’s COREid identity graph and supports “more precise activation” by helping brands combine both digital and in-store signals for a tailored audience.

The new retail media network arrives as Wickes has invested in connecting its digital channels with 230 stores. 

Wickes chief marketing and digital officer Gary Kibble 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.”

Epsilon senior vice president of commerce Simon Trewavas added: “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.”