CHINA (HAINAN). Pernod Ricard Global Travel Retail has unveiled the largest Martell boutique in duty free at Global Premium Duty Free (GDF) Plaza in Mova Mall, Haikou.
GDF Plaza is owned by licence holder Hainan Development Holdings (HDH), a fully state-owned company of the Hainan Provincial Government. It is supported by the Alibaba Dufry Joint Venture.
The 140sq m store aims to “immerse shoppers into the world of the Cognac house, modernising and personalising their purchasing experience,” said the brand owner.
Visitors are invited to experience virtual and real-life retail theatre, including digitalised merchandising units, product personalisation, VIP tasting opportunities and Martell’s hero in-store shopper engagement feature, the Martell Untouchable Taste.
Hailed by Pernod Ricard as an “industry-first AI-powered shopping experience”, the Martell Untouchable Taste guides shoppers through the Martell range, providing personalised tasting recommendations based on their preferences. The recommendation is then shared with the Martell robot bartender, which selects and serves the shopper’s recommended Cognac neat, over ice, or in a cocktail.
The boutique also addresses shopper demands for personalisation and unique gifts, said Pernod Ricard Global Travel Retail. This include engraving on Martell Cordon Bleu and Martell XO, as well as customising metallic stickers for Martell XXO.
A gift-wrapping service is also available in-store, which the company said taps into gifting as a purchase driver as Chinese shoppers look to share souvenirs with friends and family to mark their travel experiences.
Click on the video above for highlights of the experience at the new Martell store
To celebrate the store opening, visitors receive a free Martell cocktail glass following a booked tasting and a tote bag with every purchase. Every digital pre-order purchase will also come with a free VIP tasting in the VIP area during July and August.
Pernod Ricard Global Travel Retail Vice President of Marketing Liya Zhang said: “This immersive, interactive, and personalised in-store experience truly shows that Martell is at the forefront of the new way of shopping. It is an honour to partner with GDF Plaza and Alibaba Dufry Joint Venture to bring this retail experience to life.”
GDF Plaza President Yuewen Lin said: “Hainan shoppers expect the very latest in retail experiences. We are proud to open this boutique with Martell, attract spirits lovers to our shopping centre and provide them with such exciting retail theatre.”
Alibaba Dufry Joint Venture General Manager Yuan Xiang said: “We’re delighted to partner with PR GTR and GDF Plaza on the largest Martell boutique in duty free. As a brand our shoppers know and love, we look forward to them experiencing the world of Martell through these interactive shopping moments.”
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