Pernod Ricard Global Travel Retail (PRGTR) has reached 1.5 million unique users over a three-month Jameson Travel Wallet pilot, a web3 digital blockchain and NFT-based campaign developed to gain traveller insights.
The online-to-offline activity targeted US and European travellers at key travel hubs with flight bookings to Dublin from April to June 2023.
Part of the Arrive Like a Local activity, the Jameson Travel Wallet has helped PRGTR understand traveller preferences. The company was then able to better deliver personalised experiences, driving engagement and loyalty.
Through sign-ups to the mobile web-based app, travellers were then served unique Jameson whiskey offers and experiences.
Activities included an offer to take a friend for free at the Bow St Experience in Dublin, priced at €25.
Collectable virtual tokens in key locations around Dublin enabled users to access gifts at the Jameson Tastehouse boutique at Dublin Airport’s Terminal 2 Departures, therefore driving footfall.
A free ‘find your perfect whiskey’ quiz offered free tastings at the Jameson Tastehouse on departure.
Click & Collect from The Loop at Dublin Airport was also accessible from the app.
“Connecting the traveller journey and measuring the effectiveness of media in travel retail is a key challenge we continue to explore,” said Katie Gee, Global Traveller Engagement Director at Pernod Ricard Global Travel Retail.
“Travellers are now more connected than ever with strong Research-Online-Purchase-Offline behaviour with 54% of duty free shoppers engaging with pre-trip communication touchpoints before arriving in store – up from 23% pre-covid.
“The Jameson Travel Wallet represents our commitment to finding innovative ways to connect and create a seamless unified journey across online and offline channels.
“We look forward to sharing our insights and learnings with our brands and strengthening our strategic approach with key retailer partners such as ARI, to leverage this technology for future campaigns.”
Jameson Travel Wallet: Conversion and value-add
Bronwen Goodbar, Global Omnichannel Manager at Pernod Ricard Global Travel Retail, added: “The Jameson Travel Wallet’s integration of web3 and blockchain technology allows us to test a journey with specific travellers offering value-add experiences and integrating our domestic markets, brand homes and retailer partners across the journey.
“Through this pilot campaign, our objective was to understand how to entice and engage with travellers and improve our approach to connecting the pre-trip to instore journey across the right touchpoints.
“Our initial results show we have reached 1.5m unique users, with 1,160 wallet creations and an 8.7% ticket conversion rate to the Bow St Experience.
“It’s been fantastic working with our agency partners, Wavemaker and 92Proof, to test and refine this innovative channel, and we’re excited to learn from this pilot campaign and explore its potential for other brands and markets.”
Earlier this month PRGTR announced it had relaunched its Amsterdam Golden Beacon concept into a fully modular store, in partnership with Gebr. Heinemann and Schiphol Airport Retail.