Leading liquor retailer Endeavour Group is leveraging its sales database to offer suppliers customer insights that would help them navigate a shifting drinking landscape.
By partnering with Quantium, an AI and data analytics firm, the group provides trade partners with access to category data collected from more than 10 million members of the Dan Murphy’s and BWS loyalty programs, aggregating shopper and point-of-sale insights in a single unified engine.
“Customer-led” and “data-driven” are the key terms CEO and MD Jayne Hrdlicka used to define the group’s motives behind this initiative. She described the direct access to deep shopper analytics as “the single best way” to “drive mutual growth, foster agility, and bring positive innovation back” to the Australian beverage industry.
As consumer tastes evolve rapidly, the new platform Distilled Data will connect trade partners to retail insights gathered from over 1700 stores, thereby driving product ranging, innovation and uncovering market white spaces.
“Our trade partners are the lifeblood of our business, but every product needs to justify its shelf space.
“By providing access to these rich shopper insights down to the suburb level, we are giving producers the exact tools needed to understand what resonates, sharpen promotions, and deliver value for customers,” Hrdlicka added.
Kylie Gleeson, Quantium’s head of retail and consumer, said Distilled Data is “arguably the most transformative insights platform the drinks industry has seen in decades.” The tool is built upon macro insights from Endeavour’s State of the Hops and State of the Grapes reports.
Drinks suppliers will be able to access the platform from October, which the AFR reported will provide insights into sales numbers, key sales drivers and demographic breakdowns, alongside dedicated onboarding and category management training.
Endeavour Group recorded stronger sales momentum last month, driven by a renewed focus on value and price leadership, and has pledged to transform the business across all areas in the upcoming financial year.
