Designing the liquor store of the future
La Nouvelle Cave breaks with all the codes of the sector and rethinks the in-store experience to help you find the right bottle. A store designed for the Casino Group & Cdiscount.
.What I Did
Research/Branding Strategy/Naming/Physical and Digital CX/Architecture Strategy/Advertising Strategy
.The Situation
Cdiscount - part of the Casino Group - is a big french e-commerce actor and the leader in online sales of alcohol. We accompanied them making their first step into the brick & mortar space.
.The Main Truth We Discovered And Used
Even though France is the country of wines and many great spirits, 7 out 10 French people say they don’t know anything about it. A situation exploited by old-school wine cellars and their salesmen; the ones who try to sell off bottom shelf wine as premium vintages by using fancy words and positioning themselves as fake "experts".
La Nouvelle Cave breaks all the codes and conventions of french wine cellars and liquid stores by focusing on helping the “non connoisseur” not feel intimidated by the alcohol universe and to choose the right bottle.
Visually, no wood or cork walls, just a modern pink-pastel ceiling, and a gigantic 42Ft long marble counter running the breadtch of the shop, serving as a bar and store checkout.
The customer experiences becomes more accessible and transparent thanks to a fun and helpful tools allowing customers to understand more about the wine and reconnect with the pleasure of choosing the right bottle:
Digital sommelier directly on your smartphone (Web App)
Self-service enomatic dispensers to taste wines
Cdiscount customer reviews displayed in store
“Pastilles Gustatives”: signs that defines the tastes and the smell of wines and spirits
