Making the most of our digital channels

Best Practice Making the most of Digital channels

“With the rapidly evolving online marketplace, our customers’ expectations have shifted.”

As part of our commitment to improve our customer and supplier experience, we have created a new team to own the delivery of product information from our suppliers to our customers. Here we talk to Product Data Lead, Jamie Hill on how you can set yourself up for success on our digital channels.

Covid-19 has accelerated a customer shift to digital channels, with customers not only spending more online but also utilising websites as a virtual sales assistant to inform purchasing decisions with around 30% of our digital visits leading to an in-store sale. With the rapidly evolving online marketplace, our customers' expectations have shifted. Collectively, we need to ensure we are keeping up with other discretionary categories by providing our customers with engaging product experiences and trusted information so that they can make informed purchase decisions, both online and in-store.

“A shift in the way we range products - now more customer focused with targeted, localised ranging - has resulted in Endeavour onboarding and managing more products across our retail brands than ever before,” says Jamie Hill, Product Data Lead. “We are also dealing with increasing complexity of product information, with the added intricacies of the Liquor Category, such as vintage management, and varied pack configurations.”

Dedicated support and better systems

To address this and better capitalise on customer opportunities, Endeavour has recently started on its journey to evolve our product data and content, setting up a new team that will be focused on growing and improving our data assets across the Group. “We are also in the process of launching our Product Information Management (PIM) platform, a central platform to enrich, manage and govern product information across our business,” Jamie explains. “The PIM and processes we are establishing will provide us with a single view of Endeavour’s products - giving us visibility of products across our various retail brands for the first time.”

“We will improve manual sourcing of product content, speeding up internal workflows to increase our speed to market,” she says.

Benefiting from better data

Richer product information will better inform our systems, teams and customers, as more data points and variations enable Endeavour’s digital marketing to be more targeted towards key focus demographics, allowing us to better capitalise on growing customer opportunities. “Looking forward, product data will also help us to simplify ranging decisions and ensure that as our customers' needs become more segmented and differentiated, we will be able to more easily offer products in the right local dynamics. Our Insights and Analytics Teams will utilise this data, identifying opportunities for our Merchandising Teams to expand product offerings across our network and channels.”

Richer product content will also greatly benefit our personalisation engine, allowing us to better understand our customers’ interactions with products and more accurately surface up personalised product offers that meet their needs.

Where can you find more information?

Details on enrichment processes and requirements for publishing across our digital channels are available in our new Content Guidelines that can be found on our Partner Hub portal here. Any questions regarding product data can be directed to Jamie and the team at product. data@edg.com.au.

How can you be a part of our journey?

• Update your products in our

SKUvantage catalogue as required.

This guarantees we are working with the latest product information and that we are not sharing incorrect or outdated product information with customers. • Provide the required information we need to validate your product claims, so that we can pass on these claims to our customers with confidence.

• Provide as many data points as possible via enrichment through our

SKUvantage catalogue.