Screwfix, a leading retailer to the trade industry has appointed Incubeta to its PPC account for UK and Ireland. Incubeta is set to handle strategic consultancy and account management to transition the brand to an AI-driven performance engine
Incubeta won the business following a highly competitive, multi-stage pitch process, led by the brand’s digital marketing team. The agency has been awarded full responsibility for its PPC account management and strategic consultancy.
The omnichannel retailer of trade tools, hardware and consumer DIY products, is pursuing ambitious e-commerce growth to continue its market leadership and drive sustainable and profitable revenue.
Central to the work will be the development of an AI-driven performance engine to manage over 70,000 SKUs at scale. This will involve transitioning Screwfix to an advanced, dynamic feed management solution, while leveraging automation and agentic AI to adapt to changing inventory and market conditions.
Incubeta will implement its proprietary Seamless Shopping AI powered feed enhancement and predictive lifetime value modeling, to drive incrementality and profitable outcomes.
Sue Harries, Digital & Data Director at Screwfix says, “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.”
Andrew Turner, Managing Director at Incubeta UK, 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“