Endeavour Group launches retail media subsidiary
Endeavour Group has created a retail media subsidiary, MixIn by Endeavour, allowing suppliers to showcase their products to consumers across its omnichannel network comprising more than 1675 stores, 344 hotels and scalable digital platforms.
The in-house capability, which the company says took a year to develop, offers advertising opportunities, including tasting programs, in-store digital screens and radio, sponsored product listings, and advertising placements across the group’s roster of brands’ websites and apps.
Bree Coleman, GM of merchandise transformation for Endeavor, said the new retail media arm can leverage customer insights and deliver campaigns for suppliers to reach customers in more meaningful ways.
“Over 97 per cent of our store visitors walk out of a BWS or Dan Murphy’s with a purchase, so it’s an incredible opportunity for our partners to reach drink lovers all over Australia and for customers to access more relevant offers and sample new products,” she added.
In addition, suppliers can also access a self-service platform where they can set up digital campaigns that will run on various placements with “just a few clicks.”
The new subsidiary is run by the head of retail media and experienced advertising executive, Lachlan Brahe, who is joined by sales manager Steve Jones, operations manager Rhiannon Hart, and a team of media strategists and sales specialists. The platform is powered by EndeavourX, the company’s digital subsidiary.
“Good advertising complements a purchase; it doesn’t complicate it,” Lachlan added.