Australian retail media first links in-store sales to digital ads

Vinarchy Wines, MixIn, Criteo and Amperity have introduced a retail media network that enables brands in Australia to directly link in-store sales with digital advertising campaigns.

This solution addresses the longstanding challenge of closed loop attribution at scale, which has previously made it difficult for brands to measure the true effectiveness of digital campaigns on in-store transactions.

Connecting channels

According to the companies, shoppers today interact with multiple digital touchpoints before purchasing, yet a significant portion of retail sales still takes place in physical stores. Brands have struggled to understand the impact their digital marketing efforts have on these in-store sales. The new MixIn retail media solution, leveraging Amperity and Criteo technology, allows for verified in-store sales to be directly connected to digital campaigns, offering a clearer view of how digital initiatives influence both online and in-store channels.

"This changes how retail media works in Australia," said Hayley Robinson, Head of Sales & GTM Retail Media at MixIn by Endeavour Group. "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."

Privacy and speed

The companies emphasise that the platform was built and launched in five weeks and allows brands to optimise marketing spend and campaign performance. The solution is underpinned by a privacy-safe foundation, enabling secure use of first-party data while maintaining regulatory compliance. This is aimed at supporting more effective and responsible marketing strategies.

The new attribution solution, deployed by MixIn's retail media network, is presented as the first of its kind in Australia in its capability to link in-store sales with digital marketing at scale and provide measurable proof of effectiveness.

"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," said Bel Lloyd, Client Lead at Amperity. "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."

Industry context

A 2025 study by Arktic Fox found that 96% of brands are challenged when attempting to quantify the return and value of retail media investments. Addressing this issue, the new solution allows for automated and scalable activation of first-party data, which is expected to give beverage brands a competitive advantage.

"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 brands to understand the impact of their advertising and enabling retailers to maximise its effectiveness."

Brand feedback

Vinarchy Wines is among the first to participate in the new closed-loop attribution system. Meredith Lewis-Jones, Head of Digital & Omnichannel Connections at Vinarchy Wines, said the technology enables more informed budget decisions and clearer measurement of marketing output:

"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% of sales online to the 100% 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."

Planned enhancements

The organisations behind the solution plan to expand the capability with further features designed to enhance trust, transparency and overall results for retail media campaigns.