Endeavour Group has launched its retail media arm, MixIn by Endeavour, which offers suppliers the opportunity to promote their products through its extensive store and hotel network as well as its digital assets.
MixIn by Endeavour will be run by experienced advertising executive Lachlan Brahe, who was appointed head of retail media in May this year. Sales manager Steve Jones and operations manager Rhiannon Hart will join him along a team of sales specialists and media strategists.
“MixIn encapsulates what we can create together with our insights, capabilities and our connected ecosystem of social moments – and we are now bringing our supplier partners into the mix by offering media solutions and measurement tools that drive customer understanding and engagement across our omni-channel network,” Brahe said.
He added that Endeavour worked with thousands of suppliers, and that MixIn will offer solutions to all their suppliers, no matter their size.
The in-house capability, which sits within Merchandising, has been 12 months in the works. 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.
Suppliers will also have access to a self-service platform, where they can easily 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 explained.
“Retail media and the customer journey are so closely aligned that the capacity to track advertising impact on sales, intent and awareness is as good as it can be.”
Endeavour Group operates a network of retail drinks and hospitality businesses, with over 10 million average monthly website and app visits. Its portfolio of brands includes BWS and Dan Murphy’s, as well as Australia’s largest portfolio of hotels.
“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 in their most sociable of moments,” said Endeavour Group general manager of merchandise transformation Bree Coleman.
For more information on MixIn by Endeavour, visit here.