‘Fight for every ad dollar’: Why B&Q is thinking like a media business
Kingfisher, owner of B&Q and Screwfix, discusses its approach to retail media, knowledge sharing across markets and measurement transparency.
B&Q owner Kingfisher wants to move beyond a traditional retail mindset and operate more like a media company in the way it approaches retail media.
“There’s a substantial challenge here, which is how retailers start thinking like a media house and less like a retailer internally,” explains Kingfisher’s head of retail media, Dany Satine.
This mindset shift, he argues, is key to unlocking long-term business transformation, and making retail media more attractive and effective for brand partners.
