The Macallan sought to elevate its travel retail experience, recognizing that today’s traveller looks for more than convenience - they seek a memorable, personalized encounter while being introduced to its travel exclusive collection. The Discover Your Expression (DYE) was developed to meet this need, transforming the retail journey with an interactive and user-friendly tool.
Planning & Execution
RFI Asia designed the underlying mechanism for the DYE to recommend an expression fit for the occasion with lifestyle-based questions. Featuring The Macallan’s 200 Years Young branding, the layout was crafted to be simple but intuitive, guiding users to a recommended expression. Installed on in-store iPads and digital touchscreens, it allows guests to explore independently, promoting both accessibility and self-discovery.
Effectiveness / Results
The DYE has enhanced The Macallan's travel retail experience, creating a personalized, engaging journey that resonates with a global audience. It enables guests to self-educate, discover new expressions and serves as a valuable conversation starter for brand ambassadors, leading to more meaningful customer interactions. RFI Asia continues to explore ways to enhance The Macallan's digital presence in travel retail, building on the success of the DYE to foster lasting connections with travellers.