Our solution was to create 'Discovery Spoons'. Handcrafted RFID powered mustard spoons that are programmed to save your favourite flavours as you explore your way around the shop, tasting some of the 45 mustards available. You simply 'tap' your 'discovery spoon' on the sensor in-front of your preferred mustard and your taste preferences are swiftly uploaded. Allowing you to leave your contact details on an old fashioned typewriter. Your personal selection of mustards are then emailed to you, along with tasting notes, recipes and suggestions for how to best enjoy Maille's wares in the future.

With such a variety of mustards to choose from, we found a way to help customers remember their favourite flavours at the tasting piano. So that if they didn't buy their favourites today, they could save them for another time. In keeping with the mustard theme, we created a set of clever RFID spoons that customers could use to tap their favourite flavours. The spoon would then remember their favourites and store them until the end of the experience. By scanning their spoon in store, customers could review their preferences and have them emailed and printed out straight away. By adding this hidden layer of tech, we had found a way for Maille to gather information on customer flavour preferences and simultaneously sign them up to the eCRM campaign for the brand to keep in touch.

Our 'Discovery Spoons' gave Maille the opportunity to send customers personalised emails, all of expert tasting notes, recipes and offers. During the first couple of months the London store had an 8% increase in sales. With more and more people visiting the online store to shop for their favourite flavours.

Each 'Discovery Spoon' user is now receiving regular communications from Maille via their eCRM campaign, giving the brand opportunities to up and cross sell the customer's preferences. After the Discovery Spoons success Maille are now planning to launch them in their Paris and New York boutiques.