FRANCE. Diageo Global Travel’s ‘What’s Your Whisky?’ (WYW) tool has launched at Paris Orly Airport in partnership with Lagardère Travel Retail.
The Artificial Intelligence (AI) tool is designed to boost shopper engagement and gather consumer insight on the Scotch category. Paris Orly is the fourth airport to launch the tool this year.
Previous locations include Lisbon and Faro airports with Portugal Duty Free – a partnership between ANA/VINCI Airports and ARI – and London City Airport with Lagardère Travel Retail-owned Aelia Duty Free.
The Orly activation is the biggest to date and features a standalone What’s Your Whisky? installation on the way to Lagardère Travel Retail’s duty free store.
The tool not only helps customers learn more about their own whisky preferences but also helps them navigate Diageo’s vast portfolio of whisky brands in a fun and engaging way.
The tool features an interactive questionnaire, powered by AI, that draws upon a wealth of consumer and distiller insights.
The platform uses easy-to-understand visual cues and consumer-friendly questions to assess each user’s preferences over a range of sweet, fruity, spicy and smoky whisky flavours. The data is then collected to create each consumer’s personal ‘flavour print’, which allows the technology to recommend whisky options with a flavour profile that matches the consumer’s.
Diageo Global Travel Europe and Americas Managing Director Nick Cook commented: “The tool in Orly has over recent months shown its ability to boost the category – driving footfall into the store as a disruptive means of engagement, and crucially recruiting new shoppers to the category – particularly in the 18-30 year old range.
“It drives purchase, following the flavour discovery and helps with shop staff knowledge and understanding with each questionnaire completed. More than 30% of consumers make a purchase having completed the quiz and over 60% with a brand they have never bought before.”
Lagardère Travel Retail Director Merchant Beverages & Tobacco Victoire Gueugnier added: “We are excited to open the What’s Your Whisky? store in Orly. This store offers passengers a new way of choosing their whisky. It is great to have new and exciting concepts like this creating a memorable experience for the passengers.” ✈
