Endeavour Group Case Study

We fixed about 40% disapproval in GMC and added 30% more products during the transition. Our CSM’s over and above support has been outstanding and a great benefit. The Athos Commerce team has such expert knowledge around feeds and Endeavour Group has been able to leverage that internally.

Anthony Cooper

Marketing Manager, Adtech

The Brand

As the nation’s top retail drinks company, Endeavour Group spans a multichannel ecosystem—from in-store experiences to ecommerce and on-demand delivery—serving millions of Australians every week. Its portfolio includes some of the country’s most recognized brands, including Dan Murphy’s, known for its wide selection and lowest price promise, and BWS, a fast-growing convenience-led retailer with a nationwide presence.

Dan Murphy’s operates over 270 stores and has been a pioneer in digital innovation since launching its ecommerce platform in 2011. With over 1,400 stores, BWS offers a seamless online and in-app shopping experience and focuses on meeting customer needs through a mix of local relevance, convenience, and personalization. Together, the two brands form a powerhouse of customer-centric retail execution—seamlessly blending in-store excellence with digital innovation.

The Challenges

As Endeavour Group continued to scale, inconsistencies in product feed quality became increasingly problematic—especially following BWS’s transition into the business. The team faced persistent issues with inaccurate or missing data, stock discrepancies, and product disapprovals across channels.

BWS encountered frequent warnings from Google Merchant Center (GMC), along with feed-related delays and challenges in updating core information such as pricing and availability. In addition to impacting visibility in high-intent search results, these issues also contributed to missed revenue opportunities during peak periods like Black Friday and Cyber Week.

The Solution

After seeing strong performance improvements from Dan Murphy’s initial partnership with Athos Commerce, Endeavour Group made the strategic decision to extend the platform to BWS. The rollout centered on automating, enriching, and optimizing product data through a tailored solution stack purpose-built for retail performance.

With Athos Commerce’s Intelligent Reach Data Management module, the team quickly resolved disapproved listings, missing attributes, and broken feed logic. Automated rules ensured real-time updates to pricing, inventory, and product descriptions—reducing manual overhead and minimizing errors. Channel-specific rules also allowed the team to fine-tune how products were presented on Google, Meta, and additional channels.

The implementation of Google’s Regional Availability and Pricing (RAAP) integration enabled the ability to tailor Shopping Ads by region, which immediately increased the number of eligible products shown. The addition of Local Inventory Ads (LIAs) further helped both brands highlight store-level availability, enhancing the connection between online demand and in-store fulfillment.

Dan Murphy’s also deployed the Intelligent Reach Experiments module to test variables like titles, images, and descriptions. These real-time experiments provided the data needed to refine listings, boost click-through rates, and reduce wasted spend. High-performing insights were then scaled across both brands and adapted across multiple platforms, ensuring every interaction was as relevant as possible.

The Results

The impact was immediate. Within three months of rollout, BWS experienced a dramatic improvement in campaign performance across every major metric:

152% increase in impressions
182% boost in clicks
275% rise in conversion rate
314% return on ad spend

Crucially, feed disapprovals dropped by approximately 40%, and the team was able to list 30% more products in paid Google Shopping campaigns, significantly expanding their visibility and reach. These results, combined with the smooth onboarding experience and responsive support from the Athos Commerce team, led to a broader strategic decision: Endeavour Group signed a group-wide contract to begin rolling out the platform across its entire portfolio of brands.

Looking ahead, the Endeavour Group team is working to streamline their data delivery even further through direct API integrations. This will allow for faster, more seamless transmission of product data to Google Shopping, social, and marketplace channels—ensuring real-time accuracy and continued competitive advantage.

Athos Commerce has played a crucial role in driving more traffic to our campaigns and delivering incremental revenue. During Cyber Week FY25, their feed optimization strategies helped us dominate search results for Black Friday-related keywords. This led to a 63% increase in traffic and a 10% boost in revenue compared to the previous year. Their seamless feed management solution and highly responsive team—especially during peak seasons—have been key contributors to our continued success.

Yuvaan Malkani

Senior Performance Manager, Atomic

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