Role
Shopper Experience & Innovation Director
Shopper Experience & Innovation Director
Challenge
Elevate Diageo’s presence in premium retail and duty free by unifying the narrative of multiple luxury brands, increasing conversion, and strengthening brand equity in a highly competitive environment.
Elevate Diageo’s presence in premium retail and duty free by unifying the narrative of multiple luxury brands, increasing conversion, and strengthening brand equity in a highly competitive environment.
Strategy
•Shopper experience master plan with brand architecture and multisensory storytelling.
•Global-local coordination (design, trade marketing, sales, creative agencies).
•POS tracking technology to optimize layout and flow.
•Immersive customer journey: visual impact, sensory activations, tastings.
•Budget and timeline management with no overruns.
•Shopper experience master plan with brand architecture and multisensory storytelling.
•Global-local coordination (design, trade marketing, sales, creative agencies).
•POS tracking technology to optimize layout and flow.
•Immersive customer journey: visual impact, sensory activations, tastings.
•Budget and timeline management with no overruns.
Outcome
+24 % dwell time in showrooms.
+18 % tasting-to-purchase conversion.
+22 pts premium brand recall.
OMA POPAI Global Award and LATAM rollout.
+24 % dwell time in showrooms.
+18 % tasting-to-purchase conversion.
+22 pts premium brand recall.
OMA POPAI Global Award and LATAM rollout.
