18 October 2021
Diageo Global Travel has partnered with LVMH-owned travel retailer DFS Group and travel-retail company Inflyter to launch a digital whisky e-boutique for travellers in selected North American airports.
Housed in the Inflyter app, Diageo is the first to launch a branded digital boutique on this mobile commerce platform. Travellers can explore the whisky category on the Johnnie Walker Boutique before they fly, make purchases and organise airport collections.
DFS Group is also the first travel retailer to roll out this concept with Inflyter, which specialises in delivering digital duty-free shopping experiences. The e-boutique offering Diageo’s wide portfolio of single malt and blended whiskies is currently available in selected airports across North America – San Francisco International, JFK Terminal 4 and Los Angeles Tom Bradley Terminal.
The immersive shop-in-shop experience allows users to browse products within their desired category and access relevant, engaging brand content to inspire their purchase. Shoppers can explore bestsellers and travel-retail exclusives, as well as browse and discover the history behind Diageo’s Scotch brands.
In addition to product descriptions and brand history, customers are guided to their perfect whisky through flavour-led shopping and offered highball cocktail recipes along with recommended whiskies. The adaptive, mobile-optimised user interface provides a smooth experience across all iOS devices, while innovative features such as interactive carousel sliders and expandable buttons allow users to navigate through the store.
Commenting on the launch, Christophe Marque, DFS president merchandising, said: “At DFS we continually seek to innovate and elevate our customers’ shopping experience, and airports are a perfect environment to introduce new technology.
“We are delighted to… provide travellers departing from Los Angeles, San Francisco and JFK Terminal 4 airports with a new way to conveniently select and purchase their favourite spirits before they travel.”
Speaking about the e-boutique, Wassim Saade, CEO of Inflyter, said: “With our ongoing investment in new digital duty-free shopping experiences and retail media concepts, we were confident that our innovative fully branded boutique concept would be an attractive proposition to travel retailers and brands in offering a differentiated way to reach more travellers, showcase beyond a product assortment, and create the opportunity to deliver more integrated digital, mobile, in-store and in-airport experiences for their customers.”
