Pernod Ricard Global Travel Retail (PR GTR) has announced its second Hainan boutique for Martell and largest in duty free has arrived on Hainan island (see below video).

Opened in partnership with the Dufry Group’s joint ventures with Alibaba and HDH (GDF Plaza) at Haikou’s downtown Mova Mall, the 140sq m Martell store welcomes visitors to the universe of the prestige Cognac house.

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.”

Yuewen Lin, President of GDF Plaza, commented: “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.”

AI-POWERED SHOPPING

A blend of online and offline channels greet customers browsing the store as they encounter digitalised merchandising units, benefit from product personalisation and VIP tastings, and engage with Martell’s ‘hero in-store shopper engagement feature’ dubbed ‘Martell Untouchable Taste’.

An AI-led shopping experience guides shoppers through the Martell range, recommending personal drinking recommendations based on their preferences.

These are then shared with the Martell robot bartender, which serves the suggested Cognac neat, on ice, or in a cocktail.

PR GTR says the boutique addresses shopper demands for personalisation and gifting; from Martell Cordon Bleu and Martell XO engraving, to customisable metallic stickers for Martell XXO and gift-wrapping instore.

The company maintains that gifting remains a key purchase driver for Chinese duty free shoppers seeking to share souvenirs with friends and family as a travel experience.

To celebrate the store opening, visitors will receive a free Martell cocktail glass following a booked tasting and a tote bag with each purchase.

Meanwhile, a free VIP tasting in the VIP area during July and August is also available for digital pre-order purchases.

Liya Zhang, Vice President of Marketing, PR GTR added: “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.”