Endeavour Group has launched MixIn by Endeavour, a retail media arm for suppliers to be able to promote products through its stores and hotels, as well as access to its digital assets.
Endeavour Group general manager of merchandise transformation Bree Coleman said that over 97 percent of our store visitors walk out of a BWS or Dan Murphy’s with a purchase.
“We offer Australia’s largest connected drinks ecosystem, which means we can leverage customer insights to deliver great campaigns for our suppliers and help them reach customers in meaningful ways ,” said Coleman.
MixIn by Endeavour is run by advertising executive Lachlan Brahe, who was appointed head of retail media in May. He will be joined by sales manager Steve Jones and operations manager Rhiannon Hart and team of sales specialists and media strategists - all powered by the company’s digital arm endeavourX.
The in-house capability - which sits within merchandising - has been 12 months in the works, and advertising opportunities include tasting programs, in-store digital screens and radio, as well as sponsored product listings and display advertising placements across the different brands’ websites and apps.
Brahe said suppliers also have access to a self-service platform, where they can set up digital campaigns that will run on a variety of advertising placements with just a few clicks.
“Good advertising complements a purchase, it doesn’t complicate it. Our model is built around respect for the customer, value for the advertiser and utility for our retail brands, and we will continue to innovate and assess our retail media offering to ensure we meet the needs of our customers and supply partners,” Brahe said.
Endeavour Group operates an omnichannel network comprising more than 1,675 stores, 344 hotels and scalable digital platforms, with more than 10 million average monthly website and app visits.
