Endeavor launches retail marketing arm

Editor’s note: Australia’s largest bottle shop owner, Endeavor Group, has announced the launch of a retail media arm which it says will allow suppliers to promote their products across its retail and hotel networks. .

Endeavor Group holds a huge market share in terms of liquor retail as the owner of BWS and Dan Murphy bottle stores across the country.

This has led to questions about the impact on competition in the beer and other alcoholic beverage sectors, given that Endeavour’s private label arm, Pinnacle Drinks, has increased the supply of imitation brands. .

Update: Endeavor responded to requests for additional information from Brews News. A company spokesperson said MixIn is part of the merchandise transformation function, as part of the larger merchandising team.

They have confirmed that they will only work with current Endeavor Group remote brands.

“Our initial goal is to work with products that are currently offered on our network, either in-store or on one of our online platforms,” they said.

“We have partnered with a number of vendors in the ideation phase to ensure that we provide advertising solutions that deliver value to our entire vendor community, regardless of vendor size. many elements of our digital media assets will also be self-service, as MixIn aims to be accessible to all providers, large and small.

“All vendors will have equal access to in-store or online inventory. The digital media assets available for launch are pay-per-click, auction-based ad spots, not quite unlike Google Adwords. is a tier field that brands bid on to have high products on search results pages and product listing pages.


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Endeavor Group today launched its retail media arm MixIn by Endeavour, offering vendors the ability to promote their products through its extensive network of stores and hotels as well as its digital assets.

“We offer Australia’s largest connected drinks ecosystem, which means we can leverage customer insights to deliver great campaigns to our suppliers and help them reach customers in a meaningful way in their most sociable,” said Bree Coleman, Endeavor Group’s General Manager of Commodity Processing.

“Over 97% of visitors to our stores walk out of a BWS or Dan Murphy’s with a purchase, so this is an incredible opportunity for our partners to reach drink lovers across Australia, and for customers to access more relevant offers and to sample and taste new products,” she added.

MixIn by Endeavor is led by veteran publicist Lachlan Brahe, who was named Head of Retail Media in May. He is joined by Director of Sales Steve Jones and Director of Operations Rhiannon Hart along with a team of sales specialists and media strategists, all powered by the digital arm of the endeavourX business.

“MixIn encapsulates what we can create with our ideas, capabilities and connected ecosystem of social moments – and now we bring our vendor partners into the mix by offering media solutions and measurement tools that drive understanding and engagement. customers on our omni-channel network,” said Lachlan.

“We work with thousands of suppliers, and the most common question they ask us is ‘how can we grow our business with you?’ MixIn will offer solutions to all of our suppliers – regardless of size – and we have worked hard to make it as easy as possible for them to partner with us,” he added.

Internal capability – part of merchandising – has been in development for 12 months, and advertising opportunities include tasting programs, digital screens and in-store radio, as well as sponsored product listings and advertising placements on different brand websites. and apps.

Vendors also have access to a self-service platform, where they can easily set up digital campaigns that will run across a variety of ad placements with just a few clicks.

“Good advertising complements a purchase, it does not 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 evaluate our retail media offering to ensure that we meet the needs of our customers and supply partners,” said Lachlan.

Retail media and the customer journey are so intertwined that the ability to track the impact of advertising on sales, intent and awareness is as good as it gets,” he added.

Endeavor Group operates an omnichannel network comprising over 1,675 stores, 344 hotels and scalable digital platforms, with over 10 million average monthly website and app visits.