The whisky category is a complex category to shop with many variants to select from and numerous occasions to cater for. The paradox of choice often leads to shopper angst & indecision. With research data demonstrating that consumers perceive the whisky category as conventional and not exciting, Johnnie Walker tasked us with transforming the in-store shopping experience within their brand home in Edinburgh for JW Black and Blue Label.

Our breakthrough innovative solution created an opportunity where shoppers could interact with the product, learn about the offering and engage with the brand. The desired outcome was two-fold: create a more engaging shopper experience for all whisky shoppers helping them better understand the category and product offering; and increase the rate of sale in store.

We had a total budget of £50 000 to design, produce, deliver and install the 2 units on site and achieved this in 3 months

To enable Johnnie Walker to transform into a vibrant, contemporary brand, we took a design-led approach leveraging JW’s key brand assets to curate distinctive brand experiences for JW Black and Blue Label. Using analysis of the whisky category shopper base, we designed experiences that captivated shoppers through brand iconography and drew them in through intelligent lighting. Compelling calls to action prompt shoppers to actively engage with the displays. Shoppers are guided through an omnichannel journey, offering enticing rewards such as digital recipe books, promotions, flavour assessments, and personalised bottle engraving. The design elements create a definitive voice for the brands - essential to the Luxury Lover audience. All interactions are tracked and evaluated to refine our content strategies and enhance engagement levels. This creative and technological ecosystem creates a rewarding immersive shopper experience, delivers significant measurable sales uplift, and builds a powerhouse of data for future optimal strategic brand execution.

Knowing that our target audience places significant value on personalised interactions, we focused on a strategy that turned shopping into entertainment. Knowing that whisky is not traditionally showcased as an exciting and versatile category, we created vibrant and immersive Johnnie Walker experiences that engaged the shopper on a memorable journey.

We focused on understanding the occasions that were behind the shoppers’ motivations and behaviour influencing their decision making in store. This enabled us to craft different content for different types of shoppers on different shopping missions. Whether it be for personal consumption, gifting, or enjoying with others (for the first time or seasoned whisky drinkers), we curated content to specifically aid the shopper throughout their path to purchase. Our strategy was also to implement a component of gamification into the shopper journey by offering up appropriate redemptions / rewards in return for the shoppers’ engagement and data.

Two differing sized wall bay units were designed allowing for optimal execution within the allocated in-store space. Existing brand design was augmented through a new tech-led approach and a range of permanent materials (metal, wood, illuminated and fluted acrylics, variant responsive LED illumination) used to enhance shopper engagement. Access features for the visually impaired and wheelchair users were also included.

The tech ecosystem includes hardware and continuously connected IoT sensors, which trigger different shopper journeys based on the product selected by the shopper. Each journey has tailored content displayed on the incorporated screen, driving deeper shopper engagement through gamification (using QR codes). This content is remotely adapted to improve interaction. Engaged shoppers gain access to brand offerings or purchasing decision assistance in return for their information (GDPR compliant). The shopper journey concludes with a personalised confirmation message.

The data collected is evaluated then accessed through a secure online portal.

Over 5 month test period from installation in store, the Retail Sales Value uplift was:

1. 42% for JW Black against the same period y/o/y (versus Country average -6.1% growth)

2. 38% for JW Blue against the same period y/o/y (versus Country average -5.2% growth)

Access to the shopper journey data enabled us to make iterative improvements to the content over the evaluation period. Impressively this increased shopper engagements by 56% and 59%, and shopper reward redemption by 70% and 100% for JW Black for JW Blue respectively.

The shopper data gained (previously not accessible) includes: footfall past unit, engagement time per product and per shopper journey, redemption rates per value-add offering, most impactful content, most engaged content and shopper demographics of those engaged.

The gifting elements offered consumers a more immersive, personalised and value-added experience, with the recipe redemption specifically giving consumers more versatile ways to enjoy their purchase.