First of its kind solution connecting audiences, media campaigns, performance insight and measurement
Tesco, B&Q, John Lewis and Waitrose taking part in a series of pilots
London, 19 June 2026 | dunnhumby has today announced the introduction of the dunnhumby network alliance − a new offering designed to address the retail media fragmentation that has remained one of the sector’s biggest challenges.
dunnhumby network alliance responds to brands’ need to engage shoppers by enabling access to audiences and inventory across a range of retailers, audience providers and media owners, powered by dunnhumby media intelligence. At a time when many retail media networks exist in siloed ecosystems, the dunnhumby network alliance has the potential to deliver a coherent, seamless, efficient, and user-friendly solution that can rapidly unlock and energise retail media growth for all.
In practice, for the first time this gives brands and agencies a single route to activate campaigns across multiple retailers without rebuilding plans and campaign workflows across the network, improving consistency of execution and reducing operational complexity. It also enables retailers to access broader demand and deliver inventory in a more scalable way, while opening retail media budgets to publishers through retailer data-enabled audiences. This will be delivered through a single solution, built in partnership with the technology company, Kevel.
In solving these current challenges Tesco, B&Q (owned by Kingfisher), John Lewis and Waitrose are exploring partnership opportunities through a series of pilots with more retailers set to join. These pilots, starting this summer, will take place across a variety of categories including household and DIY products, health and beauty, and grocery with the aim of enabling retailers, brands and agencies to plan, activate and measure marketing investment across multiple retailers and media owners.
Josh Bottomley, CEO, dunnhumby, said: “Brands are demanding scale, consistency and transparency, but fragmentation has held the market back. This ground-breaking alliance is made possible through dunnhumby’s unique position in the market, bringing the industry together under a shared framework, making it easier for brands to activate, measure and grow through retail media.”
Initially, dunnhumby network alliance will focus on existing retailer audiences and inventory with the ambition to expand into richer audiences and inventory opportunities.
dunnhumby network alliance is set to become the industry benchmark for unlocking the true value of retail media which for too long has been held back by inconsistent measurement and operational complexity, limiting scale, ROI and end-to-end campaign visibility.
For shoppers, the alliance means more relevant product discovery across trusted retail and publisher environments, with advertising better aligned to shopping intent and less duplication across disconnected channels.
dunnhumby brings together its network of retail partners, deep data science capabilities and retail media expertise to develop and guide the alliance, working closely with retailers to define a more connected approach to retail media. With a clear plan to extend its reach and capability in line with demand from retailers, brands and agencies, the live pilots will give brands a single coordinated route to activate campaigns, while building a proven operating model, measurement framework and retailer workflows.
Designed as an open and collaborative model, by connecting retail purchase data with scaled publisher reach, the dunnhumby network alliance allows retailers to maintain control of their own media businesses while benefiting from shared standards for activation, measurement and reporting, creating a more scalable alternative to divided networks and closed ecosystems.
All media queries: [email protected]
About dunnhumby
dunnhumby is recognised as a leader in connecting customer insight and action to build loyalty, drive performance, and deliver results that last for retailers and brands through a distinctive combination of AI-enabled science, software, and trusted advice together with over 35 years of experience.
About Kingfisher
Kingfisher plc is an international home improvement company with over 1,800 stores, supported by a team of more than 70,000 colleagues. We operate in seven countries across Europe under retail banners B&Q, Castorama, Brico Dépôt, Screwfix, TradePoint and Koçtaş. We offer home improvement products and services to consumers and trade professionals who shop in our stores and via our e-commerce channels.
Better Homes. Better Lives. For Everyone. At Kingfisher, we believe a better world starts with better homes and we strive to help make that happen.
About B&Q:
B&Q is the UK’s leading home improvement and garden living retailer with over 300 stores throughout the UK and Ireland, offering great prices, with over 2 m products available to order at diy.com for home delivery or click and collect.
For trade professionals, B&Q TradePoint offers exclusive membership to those in trades such as electricians, plasterers, fitters, plumbers, roofers, decorators, joiners, tilers, builders, landscapers and facilities and maintenance professionals. TradePoint members have exclusive access to dedicated TradePoint counters at 224 B&Q stores across England and Wales, as well as to Tradepoint.co.uk, and to the new standalone B&Q TradePoint store in Barking.
B&Q launched the UK’s first home improvement marketplace in March 2022, adding additional choice for consumers. The marketplace offers a unique, integrated experience with in-store returns and click and collect at B&Q stores across England, Scotland and Wales for selected products.
Their team of more than 20,000 colleagues of all ages are respected across England and Wales for providing great home improvement help to customers. They’re the beating heart of B&Q and their iconic orange aprons are worn with pride.
Every year, more than 22 million people improve their homes and make life better with B&Q, and every year the company achieves ever-higher standards for sustainable operations and sourcing, and supports our local communities, including funding B&Q
About John Lewis Partnership
The John Lewis Partnership serves millions of customers as the UK’s largest employee-owned business, operating two of Britain’s best-loved retail brands, John Lewis and Waitrose, as well as John Lewis Money.
Its model of Partner ownership supports a focus on quality, service and long-term value for customers, combining trusted sourcing with ongoing investment in its shops and digital platforms.
John Lewis serves customers with curated fashion, beauty, home and technology, combining quality products with market-leading service they can trust. With 36 shops and a strong national online presence, it creates inspiring retail destinations, bringing together shopping, hospitality and services in one place.
Waitrose is the Home of Food Lovers, offering exceptional quality products and expert service. It has 320 shops - as well as agreements with brands like Welcome Break and Shell - and a strong online business. It is a market-leader for animal welfare and sustainable sourcing.
Both John Lewis and Waitrose hold a Royal Warrant to His Majesty King Charles III.
John Lewis Money helps to enable the Partnership’s retail strategy and deepen customer loyalty across John Lewis and Waitrose.
About Kevel
Kevel’s Retail Media Cloud® is a pioneering advertising technology platform designed to enable retailers and marketplaces to create proprietary retail media networks that drive exceptional results for both media networks and their advertisers. By leveraging Kevel’s robust suite of API-driven tools – Ad Server, Audience, and Console – leading retailers, e-commerce, and marketplaces can easily manage, monetize, and personalize their ad inventory to maximize revenue potential. With advanced AI capabilities such as predictive segmentation, custom relevancy, and yield forecasting, Kevel empowers brands like Chewy, The Home Depot, Paypal, Carwow, Sonae and Dollar General to differentiate their offerings, enhance advertiser retention, and deliver customized, scalable ad solutions. Discover the power of customization and performance at www.kevel.com.
