Another major Australia retailer, retail drinks business Endeavour Group, has launched its own media arm, joining Woolworths and Coles in selling advertising to suppliers.
The company today launched MixIn by Endeavour, offering suppliers the opportunity to promote products through its stores, hotels network and digital assets.
“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 GFM of merchandise transformation Bree Coleman.
“Over 97% 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 drinks lovers all over Australia, and for customers to access more relevant offers and taste and sample new products."
The ASX-listed company, spun off from Woolworths in 2021, posted $11.6 billion in sales and a net profit after tax of $495 million for the year to June.
MixIn is run by advertising executive Lachlan Brahe, who was appointed head of retail media in May.
He is joined by sales manager Steve Jones and operations manager Rhiannon Hart and a team of sales specialists and media strategists.
Lachlan Brahe: “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.
“We work with thousands of suppliers, and the most common question we get asked by them is ‘how can we grow our business with you?’ MixIn will offer solutions to all of our suppliers - no matter their size - and we have worked hard to make it as easy as possible for them to partner with us."
The in-house capability 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 acrossthe different brands’ websites and apps.
Suppliers 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.
Brahe: “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.
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 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.
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