What you need to know:

• Endeavour Group has launched its retailer media business, MixIn. It is helmed by Lachlan Brahe.
• It has been 12 months in the making, the company said, and will sit within the Merchandising division. A self-service platform will sell digital campaigns, while tasting programs and in-store digital screens and radio are available.
• 97 per cent of customers walk out of a BWS or Dan Murphy’s store with a purchase.

Endeavour Group, the company behind BWS, Dan Murphy’s and a portfolio of hotels, has formally launched its retailer media arm, which will be called MixIn by Endeavour.

The company will allow suppliers to promote their products through the store and hotel network, as well as on digital assets.

Run by Lachlan Brahe, who was appointed to the role in May, the company says more than 97 per cent of customers who walk into a BWS or Dan Murphy’s make a purchase.

“It’s an incredible opportunity for our partners to reach drinks lovers all over Australia,” Endeavour Group General Manager of Merchandise Transformation, Bree Coleman, said.

Along with Brahe, there is a Sales Manager, Steve Jones, Operations Manager, Rhiannon Hart, and a team of sales and media specialists under the company’s digital arm, endeavourX.

“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.

“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, which sits within Merchandising, will use a self-service platform for digital campaigns and offers advertising like tasting programs, in-store digital screens and radio.

Endeavour operates more than 1,675 stores, 344 hotels and has large web presences with 10 million average monthly web and app visits.

Endeavour is the latest big player in a sector that is estimated to be worth more than $850 million.