Screwfix has appointed digital marketing agency Incubeta to handle its PPC account across the UK and Ireland as the retailer looks to use AI and automation to accelerate its ecommerce growth.
Incubeta, which has an office in Manchester as part of its international network, secured the account following what it described as a “highly competitive, multi-stage pitch process” led by Screwfix’s digital marketing team.
The agency will take full responsibility for PPC account management and strategic consultancy, with a major focus on building an AI-driven performance engine capable of managing tens of thousands of products at scale.
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Screwfix, part of Kingfisher plc, operates more than 1,000 stores across the UK, Ireland and France and has a range of more than 75,000 products. The retailer is looking to grow its ecommerce operation while maintaining profitable revenue growth.
As part of the brief, Incubeta will move Screwfix to a more dynamic feed management system and use automation and agentic AI to respond to changes in inventory and market conditions.
The agency will also deploy its Seamless Shopping AI feed enhancement technology and predictive lifetime value modelling as part of the account.
Sue Harries, Digital & Data Director at Screwfix, said: “We needed a partner with strong technical capability, experience of managing at scale, innovative strategic thinking, and a strong partnership mindset to deliver against our goals.
“Incubeta’s demand-led growth approach and ability to rapidly reallocate investment based on live consumer signals, rather than fixed forecasts, aligns strongly with our thinking and supports our ambition to accelerate growth.”
Incubeta has 18 offices globally and works with brands including L’Oreal, ING, M&S, Les Mills and Harrods.
Andrew Turner, MD at Incubeta, said: “We are incredibly proud to partner with Screwfix to deploy an ambitious strategy designed to power a period of unprecedented digital transformational growth for their business. By deeply integrating our performance expertise and seamless technology with their vision, we will ultimately enhance the customers omnichannel experience and further grow their market leadership“
