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In a landmark development, Pernod Ricard Global Travel Retail (GTR) will open a Maison Martell travel retail boutique – its first ever – at China Duty Free Group’s (CDFG) Haitang Bay Duty Free Shopping Centre in Sanya, Hainan island this Thursday (28 January).
The 21sq m boutique is also the first Pernod Ricard-owned store on the island. It offers new, innovative technology to deliver what the company called “a seamless consumer experience” by inviting duty free shoppers to engage with the world of Maison Martell through its latest in-store programmes. These include a one-of-a-kind digital boutique façade and pioneering touchless technology.
“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” – China Duty Free Group Vice President Zhao Feng
Underlining its upscale positioning, the boutique is prominently positioned in prime space on the ground floor of the acclaimed CDF Mall, flanked by luxury brands Bottega Veneta and Christian Dior.
The artist’s renderings above and below hint at the dramatic impact of the new Martell Boutique. The real thing, to be unveiled this Thursday, promises to be even more exciting.
Interaction points will continue to evolve to ensure its consumers remain engaged after the opening, with Maison Martell already considering future innovations.
The boutique will push the boundaries of futuristic retail, Pernod Ricard GTR said. “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,” it said.
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 that leverages touchless technology through safer, state-of-the-art digital displays with a ‘wave and learn’ experience.
Pernod Ricard Global Travel Retail CEO Mohit Lal said: “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.”
The boutique will be unveiled at an opening ceremony on 28 January, including a ribbon-cutting moment, a toast and a digital Martell-inspired performance. The event will be attended by representatives from both CDFG and Pernod Ricard GTR, beginning with a speech from leadership figures outside the store, followed by a ceremonious ribbon-cutting and drawing of the curtain to reveal the store front.
The boutique will push the boundaries of futuristic retail, says Pernod Ricard Global Travel Retail
Maison Martell is also inviting its consumers 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 22M-strong audience on Yizhibo and Weibo, will each host streams via their own Yizhibo channels, with CDFG also livestreaming the event via the same platform.
China Duty Free Group Vice President Zhao Feng said: “We are very pleased to continue our long-standing partnership with Pernod Ricard and we 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 we are very confident in the success of this store.”
The Martell Boutique Store (/ 马爹利精品店) offers the full Martell product portfolio, including The Epic Voyage bottling and the 2021 Martell Cordon Bleu Chinese New Year limited edition exclusive to travel retail.
Source:The Moodie Davitt Report
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