Summary
Screwfix, part of Kingfisher plc, has selected Incubeta following a competitive pitch process to handle strategic PPC account management and digital marketing consultancy. Incubeta will build an AI-driven performance engine capable of managing tens of thousands of products simultaneously, moving Screwfix to a dynamic feed management system with automation and agentic AI to respond to inventory and market changes in real time.
The Manchester-based agency will deploy its Seamless Shopping AI feed enhancement technology and predictive lifetime value modelling. Sue Harries, Digital & Data Director at Screwfix, cited the need for a partner with technical capability and ability to reallocate investment based on live consumer signals rather than fixed forecasts, which aligns with the retailer's ambition to accelerate growth.
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Common questions
- What is this article about?
- Screwfix has appointed digital marketing agency Incubeta, which has an office in Manchester, to manage its pay-per-click advertising across the UK and Ireland using AI and automation. The retailer aims to accelerate ecommerce growth while managing over 75,000 products at scale.
- When was this published?
- This article was published on 13 August 2026.
- Who published this article?
- This article was published by Prolific North.