By Andy Young
Endeavour Drinks Group has appointed retail expert Michael Jackson into the role of Director – Merchandising, Marketing and Customer Insights.
Jackson will help EDG with supplier and retailer partnerships to better understand customer expectations regarding their shopping experience and interaction with brands.
Martin Smith, EDG’s Managing Director, welcomed Jackson to the company, saying: “The future of retail will be about aligning our suppliers with our customer requirements to truly understand their behaviours.
“To deliver this I am delighted to announce Michael Jackson, has now been confirmed in the role of Director – Merchandising, Marketing and Customer Insights for the Endeavour Drinks Group. Michael will bring these three disciplines together to bridge our customers’ expectations to our suppliers, product development and marketing strategies.
“Michael’s deep experience in retail merchandising has allowed us to set up our customer insights team to better focus on how we best serve our customers. This alignment will help us deliver a better customer experience be it physically in our stores or how they engage digitally with our retail brands whilst partnering with our suppliers, their sales team and marketing & Insights teams.”
Jackson added: “An integrated Customer Insights team allows our merchandise and marketing teams to better connect with our supplier partners to deliver a customer-led range across all channels, along with how we connect via direct marketing campaigns and personalised offers to ensure we over deliver on our changing customers’ expectations whilst driving category growth for the industry and suppliers.”