Brico Depôt expands Retail Media strategy in Spain

Brico Depôt is expanding its omnichannel strategy through the launch of a Retail Media proposal. This initiative provides brands and suppliers with advertising inventory across its 29 physical stores in Spain, as well as through digital channels including its website, social media, and newsletters.

The program is designed to offer visibility to both direct sales providers (1P) and marketplace sellers (3P) at key customer touchpoints. To develop this solution, Brico Depôt is collaborating with Unlimitail and its CitrusAd platform. This partnership aligns with the broader international strategy of the Kingfisher Group, which also utilizes the same platform.

Following eighteen months of commercialization, the company reports that the business line has exceeded revenue targets, showing a 140% growth in the first half of the period compared to the previous year. Currently, more than 50 active suppliers are utilizing the Retail Media service.