Wickes Partners with Epsilon to Launch Home Improvement Retail Media Platform – Monday, March 2, 2026

Wickes, a leading home improvement retailer, has launched a new retail media platform in partnership with Epsilon. This platform is designed to connect brands directly with Wickes' customer base, focusing specifically on home improvement-related advertising.

Who should care: VPs of retail, store operations leaders, eCommerce directors, customer experience teams, and retail technology decision-makers.

What happened?

Wickes has introduced a retail media platform (RMP) developed in collaboration with Epsilon, a recognized leader in identity-based marketing solutions. This platform enables brands to engage Wickes' customers through targeted advertisements informed by shopping behavior and preferences. Tailored specifically for the home improvement sector, the RMP allows brands to reach consumers actively involved in renovation and DIY projects, enhancing the relevance of their marketing efforts. By leveraging Epsilon’s advanced data analytics and identity resolution capabilities, the platform delivers actionable insights that improve ad targeting and effectiveness. This launch represents a significant advancement in the retail media landscape, extending the reach of retail media networks (RMNs) into specialized verticals beyond the traditional grocery and general merchandise categories. Focusing on home improvement advertising, the platform offers brands a unique opportunity to connect with a niche audience, which can drive higher conversion rates and deeper customer engagement. As retailers increasingly explore RMNs, Wickes’ partnership with Epsilon exemplifies the growing collaboration between retailers and adtech firms to create and scale these platforms, opening new channels for brands to engage consumers more directly and efficiently.

Why now?

The timing of Wickes’ retail media platform launch aligns with a broader industry shift toward specialized RMNs. Over the past 18 months, retailers have been capitalizing on their unique customer data to develop more focused advertising networks. This trend is fueled by rising demand for personalized marketing and brands’ need to engage consumers with greater precision. By partnering with Epsilon, Wickes can harness sophisticated data analytics to offer highly targeted advertising solutions, meeting the evolving expectations of both brands and consumers for more relevant and impactful marketing experiences. This move positions Wickes at the forefront of retail media innovation within the home improvement sector, a category ripe for tailored advertising approaches.

So what?

Wickes’ new retail media platform presents a strategic opportunity for home improvement brands to refine their marketing strategies. Access to Wickes’ customer data enables brands to deliver personalized, contextually relevant advertisements, which can translate into increased engagement and higher conversion rates. This development also highlights the growing importance of RMNs as a key channel in the retail ecosystem, providing brands with direct access to consumers at the point of purchase and beyond. For retailers, the platform underscores the value of leveraging data partnerships to create differentiated advertising offerings that resonate with niche audiences. As RMNs continue to evolve, brands and retailers alike must consider how these networks can enhance customer experiences and drive measurable business outcomes.

What this means for you:

• For VPs of retail: Evaluate the potential of specialized RMNs to boost brand visibility and deepen consumer engagement within targeted verticals.
• For eCommerce directors: Pursue partnerships with adtech providers to leverage data-driven insights for more effective, targeted marketing campaigns.
• For customer experience teams: Use RMNs to deliver personalized shopping experiences that align closely with customer interests and project needs.

Quick Hits

• Impact / Risk: Expanding into specialized RMNs can significantly enhance ad relevance and conversion rates for brands in the home improvement sector.
• Operational Implication: Retailers need robust infrastructure and strategic partnerships to support the integration and scaling of RMNs effectively.
• Action This Week: Review current advertising strategies to identify opportunities for RMN integration and brief key stakeholders on the benefits of specialized retail media networks.