The challenge
Endeavour Group is one of Australia's leading retail, beverage and hospitality organisations, and the business behind Dan Murphy's and BWS. Its customers' habits keep changing. It wanted promotions that responded better to customers and reached the right people. Traditional approaches were working less well, and the business needed to make better use of its data to plan promotions in a complicated market.
What was delivered
Our team was involved in a series of discovery sessions, working sessions to understand Endeavour Group's existing promotion strategies and the problems around them. Combined with experience of using AI in promotion planning, these sessions produced several proposed ways to build AI recommendations into promotion planning.
The aim was to use predictive models, which forecast how customers are likely to respond, so that promotions reached the right audience and returned more for the money spent.
What it included
- Discovery of existing promotional strategies and challenges
- Several proposed ways to use AI recommendations
- Aimed at tighter targeting and better use of promotional spend
- Led to the Dan Murphy's and BWS implementations
Results
The discovery set the direction, and it led to two implementations: a promotion planning and optimisation system for Dan Murphy's and another for BWS. The two businesses belong to the same company, but each has its own bespoke software. The approach aimed at more precise targeting, better use of resources and faster, data-based promotion planning, and it improved the return on promotions. Figures are under NDA.
Why it matters
Many people know Dan Murphy's and BWS without realising both belong to Endeavour Group. Starting discovery at group level gave both businesses a shared understanding of the problem, and each still got software that fits it. We run AI discovery the same way in our Apply AI work.
