THE BRAND

The Endeavour Group (EDG) is Australia’s biggest retail drinks network, with Dan Murphy’s and BWS leading the way in alcoholic beverages. It offers a wide range of wines, spirits, beers, and premixed drinks. Dan Murphy’s has 272 stores across the country and is a well-known name in liquor retail. Since launching its online platform in 2011, the retailer has made shopping easy with options like home delivery and in-store pickup. Dan Murphy’s caters to everyone—from bargain hunters after great deals to those looking for premium drinks.

BWS operates 1,456 stores nationally. It has a well-established online platform accessible via its website and mobile app, which offers a user-friendly experience for purchasing an extensive selection of alcoholic drinks.

THE CHALLENGE

When BWS joined EDG, it became evident that their product feed solution was creating significant challenges with inaccurate data, stock discrepancies, and outdated information. Data quality was poor and many product attributes were missing. There were also challenges with Google Merchant Centre (GMC), as BWS received frequent account warnings and product disapprovals.

Just like Dan Murphy’s original integration, BWS experienced a smooth and hassle-free onboarding process. Right away, they saw a surge in traffic, enhanced performance, and a noticeable reduction in GMC disapprovals.

Results over the three months following the integration compared to the three months prior were impressive, showing:

• +152% impressions
• +182% clicks
• +275% conversion rate
• +314% return on ad spend (ROAS)

NEXT STEPS

Thrilled with the results, the EDG team signed a group contract following the success with BWS and Dan Murphy’s. Looking ahead, the company plans to roll out the Intelligent Reach platform across its entire portfolio.

They’re set to streamline their process by transmitting data to Intelligent Reach via API, ensuring product information is sent directly to online channels like Google Shopping, Meta, and more, quickly and effortlessly. With real-time updates, listings will always be accurate, creating an even smoother, more seamless selling experience.