Live retail media: a new advertising format
The concept
5 partner brands brought together in a single live for an enriched customer experience
An innovative new advertising format combining live shopping with partner brand showcasing
Responsible and smart living — a theme at the heart of consumer concerns
50 questions answered live — a direct exchange between experts and consumers
Strategy
Bringing Kingfisher ecosystem partner brands together around a shared live event to create collective value.
Inventing a live retail media format where each brand benefits from premium visibility and direct interaction with consumers.
Answering consumer questions in real time with experts from each brand, creating high-value content.
Responsible and smart living as the connecting thread — a topic relevant to all Castorama customers that showcases each partner brand.
This multi-brand live allowed us to create an innovative new retail media format. By bringing 5 partner brands together around the smart home theme, we delivered a high-value experience for our customers while offering premium visibility to our partners.
Kingfisher
Live interaction with consumers was the key to success. 50 questions answered live, 476 chat messages and 92% positive reviews: the format proves that retail media can be both engaging and genuinely useful for the consumer.
Kingfisher
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