Prototypes for Market Testing
Three prototype stores were to be designed for market testing, alongside a new tasting bar concept. A clean and future-proof look was required to disrupt the category and modernise the experience. Food and wine pairing was to be promoted through education-led touchpoints, while store navigation and cross-promotion across departments were to be strengthened through clearer layouts.
A Four-zone Customer Journey
Customer research was used to map behaviours across key shopper profiles and guide zoning decisions. A four-part journey was developed and applied: Inspire at entry, Curate through the product gallery, Educate via the wine tasting bar lounge, and Engage through a digital selector. Signage, category logic, and cross-promotion were integrated so the path could be followed easily.
Education That Drives Engagement
A clearer, more engaging journey was delivered, anchored by an experience-led tasting lounge that supports confident purchase decisions. The Inspire and Curate zones improved first impressions and browsing clarity, while Educate strengthened product understanding and pairing behaviour. The Engage zone introduced early omnichannel cues through digital exploration, helping visitors discover new products and spend longer in-store.
