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Endeavour Group ramps up digital investment as sales near $1 billion

The parent company of BWS and Dan Murphy’s, Endeavour Group, has reported investing $35 million in its digital arm EndeavourX in the first six months of FY22 as online sales are on track to exceed $1 billion for the full year.

“For the first time, we are seeing more customers engaging with our brands via the website or app than in our brick-and-mortar stores,” said Claire Smith, director of EndeavourX.

Online sales during the group’s first-half year increased by 25 per cent, reaching $603 million.

“Our digital platforms have become the front door to all of our retail brands.”

Formed in 2019, some of EndeavourX’s initiatives include a number-plate recognition system at drive-thrus, electronic shelf labels with NFC technology and personalisation through the My Dan’s membership program.

“Electronic shelf labels reduce paper usage and make our store teams more efficient, but we are also exploring how we can use them to help customers browse in-store, leveraging the app capabilities we have built,” Smith explained.

EndeavourX said it will also further develop digital innovations for brick-and-mortar stores, while personalisation will remain the company’s priority.

Smith said the investment is also benefiting patrons of Endeavour Group’s hotels business, which comprises 342 hotels across Australia.

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