MixIn by Endeavour Group has partnered with Amperity and Criteo to deliver a first-of-its-kind retail media solution that directly connects digital advertising campaigns to verified in-store wine sales, signalling a breakthrough in closed-loop attribution for the Australian market.
Today’s beverage shoppers engage across multiple digital touchpoints before purchasing, but most sales still occur in-store. Until now, retailers and suppliers have struggled to understand which campaigns influenced those sales. The new MixIn solution, powered by Amperity’s customer data cloud and Criteo’s commerce platform, closes that gap by linking verified in-store transactions to specific campaigns.
Hayley Robinson, Head of Sales & GTM Retail Media at MixIn by Endeavour Group said: “This changes how retail media works in Australia. For years, brands have been asking us for proof that digital campaigns drive in-store sales and now we can finally show it. It’s a real breakthrough for our partners.”
The new attribution capability gives MixIn’s retail media network:
- First-in-Australia functionality that connects in-store sales with digital campaigns at scale.
- Rapid deployment, built and launched in just five weeks.
- Privacy-safe foundations, using secure first-party data for compliant and effective targeting.
Bel Lloyd, Client Lead at Amperity, said: “We’re proud to be part of a solution that’s setting a new standard in speed to value and measurement for the entire retail media industry in Australia.
“Amperity’s ability to unify complex customer data is the key to what unlocks this new opportunity for measurement. Together, we’re giving MixIn as part of the Endeavour Group a differentiated offering that delivers real business value for their brands.”
A 2025 Arktic Fox study found that 96 per cent of brands struggle to quantify the return and value of retail media investment. MixIn’s new system addresses that credibility gap, enabling beverage marketers to better optimise spend and performance.
“Bringing in-store sales into the self-serve measurement suite Criteo provides has been a game-changing proof point for the team at MixIn,” said Guillaume Dupont, Head of Monetisation, Retail Media, Criteo ANZ. “We’re proud to make it a reality with Amperity. This solution makes data accessible, empowering retailers to understand the impact of their advertising and enabling retailers to maximise its effectiveness.”
For early adopters like Vinarchy Wines, the capability is already reshaping conversations around media investment.
Meredith Lewis-Jones, Head of Digital & Omnichannel Connections at Vinarchy Wines, said: “Closed-loop attribution finally means I can justify premium spend with my Marketing Director by showing deeper shopper insight.
“With my sales lead, I can shift the conversation from the 15 per cent of sales online to the 100 per cent influenced by digital. And with finance, I can move past proxy metrics and prove results at the till. That changes the conversation across the board.”
MixIn, Criteo and Amperity say this launch is only the beginning, with future developments to further enhance trust, transparency, and measurable results across the retail media ecosystem.