Bweez was commissioned by Moët Hennessy to develop a retail experience called "Destination Champagne." This experience guides users in selecting champagnes based on three decision criteria: the type of occasion, flavors, and budget. By combining this information, the experience offers personalized recommendations that perfectly meet user expectations. This immersive adventure was unveiled in the exclusive cellars at Roissy-Charles de Gaulle Airport.
We conducted extensive research on the champagne audience in travel retail.
A detailed analysis of consumers, their consumption habits, reasons for purchase, and budgets allowed us to define two approaches for selling champagne:
• A series of questions for a perfect recommendation.
• A series of questions to optimize the recommendation.
This structure forms the foundation of a finder tailored to our target audience.
"Pop the Cork" firmly anchors the project in a fun and dynamic spirit, emphasizing the moment when the cork pops, releasing energy and conviviality.
We highlight the importance of the right occasion, as there are many ways to enjoy champagne, and for each, we can assign a recommendation.
This finder will therefore provide a clear and detailed recommendation while remaining quick and playful to use.
The graphic identity of Destination Champagne remains classic and understated to harmoniously represent the six champagne houses.
We draw our inspiration from tradition, using motifs of vines, cellars, and delicacies that make champagne an exceptional product both in France and abroad.
We balanced the selection of traditional images with a modern and dynamic interface.
An interface divided into several visuals quickly guides the customer's choice. With a single click, the user can respond and move on to the next question through a subtle carousel effect.
The recommendation interface features a clean and structured style. The choice of a sans-serif font and light colors facilitates the organization of the options and ease of reading.
Once the interface was finalized and the visuals selected, we added subtle details of motion and animation.
From the interface to the animated icons, our graphic designers brought the tool's identity to life, making it interactive and vibrant. The circle, a key element of the Destination Champagne logo, was used dynamically and adaptively based on the responses provided.
This graphical touch deliberately anchors the fun and dynamism throughout the sales journey.
The web version of Destination Champagne optimizes the deployment of the tool.
Currently available on tablets, large screens, and the web, the finder is used by several retailers both in-store and on their e-retail sites.
The mobile interface and the tool’s structure are perfectly adapted to a young audience accustomed to using social media.
The complexity of the project lies in the algorithm that allows MH Travel Retail to manage the recommendation of over 80 products across 6 houses.
This unique development utilizes various factors such as the responses provided, the application’s location, and the weighting of desired products.
The recommendation page has been carefully designed to offer a modular interface tailored to each product, including:
• Product information based on the responses.
• CRM integration.
• Redirection to the e-retail site.
Due to its extreme modularity, Destination Champagne adapts to various sales channels.
It is available on e-retail sites (Avolta, Dubai Duty Free) in iframe format, in-store (Cave Particulière, Hainan) in large screen/mobile format, or on a simple gondola (Ibiza) with the iPad version. This tool helps to energize and animate the sales space.
It shapes and structures the sales pitch of in-store staff and assumes the role of a virtual ambassador online.
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