Wickes Launches “Connected Retail Media” Network
Wickes has introduced Wickes Connected Retail Media, a retail media network designed to connect brands with shoppers in the UK home improvement market. The network’s objective is to monetise Wickes’ digital inventory while giving advertisers access to audience segments that matter to DIY and trade shoppers. It positions Wickes as a retail owner offering end-to-end ad placements and measurement across its customer touch points.
How Wickes Leverages Data and Omnichannel Reach
The network is powered by Epsilon and its CoreID identity graph. CoreID facilitates deterministic and probabilistic matching across CRM, site and app behaviour, and other first-party signals to create persistent audience profiles. That capability allows Wickes to activate segments such as home improvers, renovators, and trade professionals with frequency controls and measurement across channels.
Wickes combines digital channels with physical store assets to deliver omnichannel campaigns. Advertisers can expect targeting and attribution that link online exposure to in-store activity using CoreID for identity resolution, plus reporting designed to show full-funnel impact. The architecture supports CRM onboarding, sealed-bid programmatic and direct-sold formats, and audience extension where appropriate.
Market Context and Value for Brands
Wickes’ announcement follows a wider uptick in UK retailers building media businesses. While not the first retail media network in the market, Wickes claims a tailored focus on the home improvement category and trade customer base, which can be harder to reach through general retail channels.
For brands, the main advantages are precise audience access within a specialist vertical, identity-backed measurement via Epsilon CoreID, and the ability to run omnichannel campaigns that link digital engagement to store visits. Agencies and advertisers targeting renovation cycles, seasonal projects or trade procurement will find the network useful for mid-funnel activation and closed-loop measurement.
In short, Wickes Connected Retail Media offers a sector-specific option for brands seeking targeted reach and clearer attribution in the UK home improvement arena.
