Endeavour Group’s MixIn teams up with LiveRamp to link culture to the counter
Endeavour Group has announced a new strategic partnership for its retail experience platform, offering a simplified and centralised framework for commercial growth.
The announcement:
Endeavour Group’s retail experience platform, MixIn, today announced a strategic partnership with data collaboration leader LiveRamp to power its newly launched Endeavour Retail Experience Network.
It will offer partners a simplified and centralised framework for collaboration and commercial growth, moving beyond a transactional media model. It’s designed to take the heavy lifting out of solving common category challenges together, ensuring better outcomes for all stakeholders.
The launch of the Retail Experience Network is driven by Endeavour’s belief in “Culture to Counter,” a strategic response to the reality that traditional media is now competing fiercely with the experience economy for consumer attention. The Network is designed to help brands earn attention by connecting live cultural moments all the way through to the point of purchase.
“Relevance begins in customer culture, and its value is realised at the counter. We believe that live and cultural moments are the new ‘top of funnel’, meaning Marketing needs to earn attention through brand acts and ads,” said Josie Brown, Chief Marketing Officer at Endeavour Group.
“Our Culture to Counter approach, spearheaded initially by BWS, is how we connect our culture platforms all the way into store. This allows our supplier partners to more meaningfully connect with our engaged shoppers, driving deep customer connection and action, not just fleeting visibility.”
This data-centric foundation will be integral to the network’s mission to bridge the gap between brand-building and sales conversion.
“The partnership with LiveRamp enables us to bring together cultural relevance, data, and retail activation in a way that’s truly end-to-end,” said Martyn Raab, General Manager of Retail Media at Endeavour Group. “By connecting insight with action, we can help our partners deliver campaigns that not only reach customers but resonate with them, ultimately driving measurable results from culture to counter.”
“The Endeavour Retail Experience Network is designed to unlock more value for all our partners by simplifying and centralising how we engage,” continued Brown.
“For BWS, for example, this is about leveraging our vast retail footprint as well as our depth of relevance with consumers, to move them from culture all the way to the counter. It’s not just about spots and dots; it’s about partnering to deliver the experiences that truly matter.”
Melanie Hoptman, VP & Managing Director, Brands & Agencies, APAC, at LiveRamp, outlined: “We’ve watched Endeavour build an industry-leading approach to data collaboration, and partnering with them for the Endeavour Retail Experience Network continues to extend this leadership while unlocking the most powerful results data collaboration can drive for Endeavour’s customers. Cutting-edge data collaboration helps marketers connect every touchpoint – including point-of-sale – enabling them to drive transformative performance.”
The framework will deliver results across supplier challenges by addressing category growth and shopper behaviour, to in store activations, creator content and in-store visibility that puts products closest to customers as they are about to transact.
The Endeavour Retail Experience Network, powered by MixIn and its new partnership with LiveRamp, is now available to all Endeavour supplier partners seeking to transform their approach to retail engagement.
Source: Endeavour Group
