Martell unveils GTR Boutique in HainanBy Alice Brooker
Pernod Ricard Global Travel Retail has unveiled its second Martell Boutique at Haikou Mova Mall in the Chinese province of Hainan.
The Hainan-based boutique launched by Cognac brand Martell has been opened in partnership with GDF Plaza and Alibaba Dufry Joint Venture.
Liya Zhang, vice-president of marketing for Pernod Ricard Global Travel Retail, 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.”
Consumers will be able to experience virtual and real-life ‘retail theatre’, which includes digitalised merchandising units, product personalisation, and tasting opportunities.
Also installed is an in-store shopper engagement feature called the ‘Martell Untouchable Taste’, which guides shoppers through the brand’s range and provides 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.
Yuewen Lin, president GDF Plaza, 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.”
Bottle engraving and a gift-wrapping service are also two key aspects of the new store.
To mark the Boutique opening, visitors to the store will receive a free branded cocktail glass, followed by a booked tasting and a tote bag with every purchase. Every digital pre-order purchase will also come with a free tasting in the VIP area during July and August.
Yuan Xiang, general manager, Alibaba Dufry Joint Venture, 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.”
In April, Zhang spoke to The Spirits Business on promoting digital-first experiences within the whiskey category.