Pernod Ricard Global Travel Retail (PR GTR) is to open its first Maison Martell travel retail boutique in China Duty Free Group’s Haitang Bay Duty Free Shopping Centre on 28 January 2021.
PR GTR, which introduced its first high-profile promotion for Martell at Haikou Meilan International Airport last year, is now preparing to open its first Pernod-Ricard owned store on the island.
An opening event will take place on Thursday, which will include a ribbon-cutting ceremony, toast and digital Martell-inspired performance. Representatives from CDFG and PR GTR will attend the event, which will begin with a speech from leadership figures outside the store. This will be followed by the ribbon-cutting and drawing of the curtain to reveal the store-front.
Consumers are invited to attend the event virtually via one of the livestreams that will cover proceedings. Three key lifestyle influencers with long-standing connections to the brand, and whose social communities represent a 22 million-strong audience on Yizhibo and Weibo, will each host streams via their own Yizhibo channels. CDFG will also livestream the event via the same platform.
Located on the ground floor of the complex, the store will offer the full Martell product portfolio, including The Epic Voyage bottling — the 2021 Martell Cordon Bleu Chinese New Year limited edition which is exclusive to travel retail.
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PR GTR says the store will offer new, innovative technology to deliver a seamless consumer experience by inviting duty free shoppers to engage with the world of Maison Martell through its latest in-store programs. These include a one-of-a-kind digital boutique façade and touchless technology.
Store interaction points will continue to evolve to ensure consumers remain engaged after the opening. Maison Martell is already considering future innovations to add to the state-of-the-art retail outlet.
According to PR GTR, the new boutique will push the boundaries of futuristic retail. With the rise of digitalisation in the channel opening the door for new GTR technology, the store offers consumers ‘impactful and pioneering’ engagement through ever-evolving content and enhanced in-store retail theatre.
Features such as digital wall-displays have been designed to engage passersby, showcasing videos about the liquids and brand focuses within the region.
The store also hosts an in-situ Martell Perfect Door, the brand’s latest merchandising unit. This leverages touchless technology through safer, state-of-the-art digital displays with a wave and learn experience.
Mohit Lal, CEO of Pernod Ricard Global Travel Retail, who was the subject of an exclusive interview with TRBusiness last November commented: “The opening of Maison Martell’s new travel retail boutique represents a landmark occasion both for the house and for the channel.
“As we look towards a future of new beginnings driven by digital innovation, the store offers us the opportunity to reimagine Maison Martell’s rich heritage by bringing our products to life through the power of technology, streamlining shopper experiences and allowing consumers to feel even more connected to the brand.”
Zhao Feng, Vice President of China Duty Free Group said: “We are very pleased to continue our long-standing partnership with Pernod Ricard and look forward to significantly developing the spirits market on Hainan Island together.
“With the booming success of this duty free destination, combined with thriving consumer demand for Maison Martell products and CDFG’s expertise and experience in the Chinese duty-free market, we anticipate many exciting developments ahead. We are glad to be Pernod Ricard’s first partner on the island and are very confident in the success of this store.”
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