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Diageo teams with Delhi Duty Free to launch unique e-commerce initiative

Diageo teams with Delhi Duty Free to launch unique e-commerce initiative

Diageo Global Travel, in partnership with Delhi Duty Free, has launched their most advanced digital whisky store to date, addressing the high demand for e-commerce solutions within the travel retail sector.

This unique hub, housed within Delhi Duty Free’s website, allows users to explore Diageo’s extensive whisky portfolio, select their preference and receive their purchase through a simple in-store collection service while also creating the opportunity for more offline-to-online omnichannel solutions.

Driving digital connectivity, the new E-Commerce initiative means users can seamlessly navigate through the integrated hub to discover world-leading whisky brands on offer at Delhi Duty Free, while dedicated brand pages allow users to delve into the unique history and heritage of their favourite whisky.

Delhi Duty Free is the first Diageo Global Travel partner to offer a whisky boutique which houses recommended single malts, each with their own brand pages. Brands to explore include world-renowned malts such as The Singleton and Talisker plus the world’s No.1 blended Scotch whisky, Johnnie Walker*.

Each dedicated brand page includes the entire collection for users to browse and purchase, unique tasting notes with enriching product descriptions, engaging video content and exclusive recipes, offering consumers an immersive way to shop for their favourite whisky.

Incorporated within the site are travel retail whiskies available exclusively in Duty Free, a gift guide section to help find inspiration for the whisky lover in your life and value packs offering twin bottles of your favourite brand.

Delhi Duty Free is also one of the first retailers in Diageo Global Travel to offer the cutting-edge gamified platform ‘What’s Your Whisky’ which uses artificial intelligence to guide users to their perfect whisky. With the AI selector, users can choose from four flavour variants to find a whisky curated just for them.

Eduardo Barp, Managing Director Diageo Global travel, commented: “I’m delighted that in working with Delhi Duty Free and its associated agencies, Diageo Global Travel has been able to collaborate in the creation of these seamless online brand experiences which will play a key role in driving digital connectivity.

As part of our recently unveiled category strategy, we’re proud that this latest development will further enhance our pillars of growth, including ‘all year gifting’ and ‘enabling flavour exploration’ in particular. Consumers are always looking for new shopper experiences, and we believe this advanced online boutique will provide an easy but enjoyable path to purchase for both whisky lovers and those new to the category.”

Commenting on the whisky store developments, a spokesperson from Delhi Duty Free Services (DDFS), said: “Due to the pandemic, travellers are shifting away from spending time browsing in-store and moving towards more planned purchases, with consumers researching online beforehand and buying from click and collect services. Delhi Duty Free has always invested in experiences so it was important for us to provide an engaging and experience-led way to shop.

The objective of the new webpages is to offer visitors a simple yet exciting way to purchase whisky from Diageo’s top-selling portfolio. Diageo and Delhi Duty Free teams conceptualised the development through a collaborative process, and we are incredibly proud to be the first travel retailer to develop such an interactive whisky boutique in partnership with Diageo”.

To find out more and discover your perfect whisky, visit https://delhidutyfree.co.in/diageo-store/whats-your-whisky-flavour.

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