Wickes has launched a new retail media network, Wickes Retail Media, in partnership with Epsilon, to connect third party brands with its UK home improvement audience.

Allowing brands to reach DIYers and trade professionals via on- and off-site campaigns, the new offering helps brands connect with buyers while browsing, researching or shopping, matching customers with targeted messages based on the projects they’re working on.

“This network makes it easier for customers to discover the brands and products that help them get their projects right,” Gary Kibble, Chief Marketing and Digital Officer at Wickes, commented. “From first-time DIYers to trade professionals managing multiple jobs each week, our shoppers have distinctive ways of researching, browsing and buying.”

Powered by Epsilon, Wickes Connected Retail Media supports more precise activation – both within Wickes’ ecosystem and wider web – helping brands unify digital and in-store signals into a single customer view. The proposition is underpinned by Wickes’ investment in linking its digital channels with its 230 stores – with 96% of its sales now touching a store – bridging online discovery and in-store action.

“Wickes brings together a uniquely broad and highly engaged home improvement audience across its digital platforms and store network,” said Simon Trewavas, SVP Commerce at Epsilon.

“Customers come to Wickes to plan projects, sense check ideas and buy products that form 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 loyalty.”

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.

“We’re excited to see the impact this will have for brands and customers alike, connecting them at the moments that matter most,” Kibble added.

Last year, Wickes expanded its omnichannel capabilities by partnering with q-commerce fulfilment provider, Gophr, to launch ‘Wickes Rapid’ same-day deliveries across 150 stores nationwide. The delivery experience is powered by Metapack, which connects Wickes’ online checkout with Gophr’s courier network, automatically allocating orders and providing full visibility for both customers and store teams.