Pernod Ricard drives pre-trip discovery with Royal Salute virtual experience

By Faye Bartle |

The Kingdom Club is PR GTR’s first ever 3D interactive experience for Royal Salute.

The Kingdom Club is PR GTR’s first ever 3D interactive experience for Royal Salute.

Pernod Ricard Global Travel Retail (PR GTR) has launched a new virtual experience exclusively for duty free shoppers called The Kingdom Club.
The new online portal, which is PR GTR’s first ever 3D interactive experience for Royal Salute, launched in April 2022 with Lotte Korea, and Changi Airport Group in June 2022, with others to follow.

“The shopper journey starts long before a traveller arrives at the airport,” said Liya Zhang, Vice President of Marketing, PR GTR.

“Pre-trip digital discovery is playing an increasingly influential role in the airport retail shopping journey, with a 5% rise in travellers expected to purchase alcohol online in the channel compared to pre pandemic levels.

“We’re really excited to be launching this experience with Royal Salute, which brings the brand and its expressions to life for the shopper, to inspire them to continue their journey by visiting immersive activations once they are in store.”

The Kingdom Club, which is customised for each of its retail partners, encourages shoppers to buy online by inviting them to discover Royal Salute’s blends and ranges, find gifts for all occasions and unlock cocktail recipes.

Click the image below to watch a 15-second social media video on the new PR GTR virtual experience for Royal Salute, titled The Kingdom Club

Royal Salute The Kingdom Club.Shoppers can explore three themed rooms ­– The Secret Bar, The Club Gallery, and The Kingdom Vault – and learn more about hero buys, such as the 25YO travel exclusive The Treasured Blend, as well as limited editions including the Changi Airport exclusive Singapore Limited Edition.

Orders can be placed through The Kingdom Club for shoppers to collect when they arrive at the airport.

“I’m excited that Lotte has worked so closely with Pernod Ricard to come up with such a strong digital virtual experience for Royal Salute – the very first in the travel retail market,” said SK Lee, Vice President and Head of Merchandising Group, Lotte Duty.

“As Lotte Duty Free continues to drive enhanced digital experiences for our customers, we look forward to keeping the momentum going on future digital projects with Pernod Ricard.”


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