CHINA (HAINAN). Pernod Ricard Global Travel Retail (GTR) has opened its first portfolio boutique in duty free with long-time partner Shenzhen Duty Free (SZDF) at the Haikou Mission Hills shopping complex, Hainan.
The boutique opened on 29 October as part of the Times DF Haikou Mission Hills Duty Free City’s ‘Premium Wines and Spirits Gallery’ (look out for our special feature on this exciting development soon, developed in partnership with DFS Group).
As Pernod Ricard’s first portfolio boutique in travel retail, it offers shoppers the opportunity to choose from the Martell and Scotch whisky ranges.
Alongside the full Martell range, the boutique range includes Ballantine’s, Chivas Regal and Royal Salute whiskies, as well as malts from The Glenlivet and Secret Speyside ranges. Travellers can also purchase rare whiskies including the Royal Salute 52 Year Old and The Glenlivet 50 Year Old, and choose from the full Caperdonich range, introduced to China’s duty free market for the first time.
The store features include eye-catching integrated merchandising screens that create an interactive and engaging shopping environment, with an AI ambassador immersing shoppers into the world of Martell, alongside a tasting bar to sample products neat and within cocktail serves.
Reflecting the group’s ‘Good Times From a Good Place’ CSR commitments, the store combines innovation and sustainability. Pernod Ricard GTR said its use of digital merchandising units reduces carbon emissions thanks to “total modularisation” – preventing the need to remove and replace merchandising units or POS materials and instead, allowing for real time in-store digital updates.
Pernod Ricard GTR Vice President Marketing Liya Zhang said: “This boutique represents a milestone for Pernod Ricard and our growth in global travel retail. It is not only our first portfolio boutique in duty free, but also another opportunity for us to bring our vision of the future of retail to shoppers – retail theatre powered by digital, immersing travellers in every aspect of the shopping experience.”
Pernod Ricard GTR North Asia General Manager Simon Van Moppes addressed the role of Hainan for the brand owner. He said: “The importance of retail theatre is growing exponentially. To stay ahead, brands must offer shoppers unique and customised retail experiences. Our first portfolio boutique at Shenzhen Duty Free Mission Hills is our way of elevating the purchasing journey with digital, immersing shoppers within new experiences, and it shows our commitment to innovation and our long-term vision for the channel.”
SZDF Group Chairman Jiangwei You said: “As part of our long-standing partnership and first-time collaboration with Pernod Ricard GTR we are excited to bring a digital shopping experience to consumers. We are incredibly proud to house the first portfolio boutique in our Mission Hills Resort and are very confident in the success of the store.”
To celebrate the occasion, representatives from PR GTR and SZDF attended a ribbon cutting at the store’s opening ceremony. Pernod Ricard said the opening “marks another milestone” in the expansion of its presence in Hainan. It follows the opening of its first Martell boutique with China Duty Free Group at Sanya International Duty Free Shopping Complex, Haitang Bay, in early 2021.
Note: November is ‘Buyers & Brands Bonanza Month’ at the Virtual Travel Retail Expo, at which Shenzhen Duty Free is an exhibitor partner in the Hainan Discovery Zone. Each working day of November The Moodie Davitt Report is profiling several exhibitors, showcasing their innovations and encouraging visits to their respective virtual experience suites. Shenzhen Duty Free will be profiled this Friday, with an extensive and exclusive story about the opening above and others in its latest phase of expansion.
Registration (go to www.VirtualTRExpo.com) is complimentary from now and throughout the bonus month for anyone involved in the travel retail industry.
Note (2): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
Click here to view all back issues. Please email Sinead@MoodieDavittReport.com to subscribe.
