INDIA. Diageo Global Travel and Delhi Duty Free have partnered to launch a pioneering digital whisky store. The integrated ecommerce platform, housed within Delhi Duty Free’s website, addresses the growing demand for ecommerce solutions in the travel retail sector, the partners said.
At the digital whisky store customers can shop Diageo’s extensive whisky portfolio and collect their purchases through an in-store collection service at Delhi Duty Free. The platform drives digital connectivity and allows for the creation of more online-to-offline purchase occasions. Delhi Duty Free is the first travel retailer to roll out the platform.
Brands offered include single malts The Singleton and Talisker and blended Scotch Johnnie Walker alongside several Delhi Duty Free-exclusive whisky expressions. Twin-bottle value packs are also available for certain brands.
Dedicated brand pages invite users to discover the brand universes of their favourite whiskies. In addition to featuring the complete ranges of each label, the brand pages offers product information, tasting notes, exclusive cocktail recipes and exclusive brand photo and video content.
In addition, the integrated platform features a gift guide section that offers helpful tips for buying the right whisky gift.
Delhi Duty Free is also one of the first retailers to launch Diageo Global Travel’s ‘What’s Your Whisky’ Selector tool. The tool leverages artificial intelligence to help users select their perfect whisky. Users choose one of four flavour variants and then answer a series of questions. The AI Selector recommends whisky options to suit their tastes and give consumers more information about their own personal whisky flavour profiles.
“I’m delighted that in working with Delhi Duty Free and its associated agencies, Diageo Global Travel has been able to collaborate in the creation of these seamless online brand experiences which will play a key role in driving digital connectivity,” commented Diageo Global Travel Managing Director Eduardo Barp.
“As part of our recently unveiled category strategy, we’re proud that this latest development will further enhance our pillars of growth, including ‘all year gifting’ and ‘enabling flavour exploration’ in particular.
“Consumers are always looking for new shopper experiences, and we believe this advanced online boutique will provide an easy but enjoyable path to purchase for both whisky lovers and those new to the category.”
A Delhi Duty Free Services (DDFS) spokesperson added, “Due to the pandemic, travellers are shifting away from spending time browsing in-store and moving towards more planned purchases. More than ever, consumers are researching online beforehand and buying from click-and-collect services.
“Delhi Duty Free has always invested in experiences and so it was important for us to provide an engaging and experience-led way to shop. The objective of the new webpages is to offer visitors a simple yet exciting way to purchase whisky from Diageo’s top-selling portfolio.
“The Diageo and Delhi Duty Free teams conceptualised the development of this project through a collaborative process, and we are incredibly proud to be the first travel retailer to launch such an interactive whisky boutique in partnership with Diageo.”
