Wickes has launched a new retail media network to connect brands with customer when they are browsing, researching or shopping for products.

Developed in partnership with advertising technology firm Epsilon, Wickes Connected Retail Media will give brands a consistent view of their audience.

The home improvement retailer said the UK market is diverse, made up of DIYers as well as design and installation customers.

Wickes said its new media network, the first of its kind in the home improvement market, will provide this audience with tailored messages which align with the project they are working on from start to finish.

Wickes added the media network 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.

The network is supported by Wickes’ investment in linking its digital channels with 230 stores.

Around 96 per cent of sales go through a Wickes store and two-thirds are digitally enabled, which the company said provides a natural bridge between online discovery and in-store action.

“This network makes it easier than ever for our customers to discover the brands and products that help them get their projects right,” said Gary Kibble, chief marketing and digital officer at Wickes. “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.”

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