Context is Everything

Consumers tend to make alcohol purchase decisions based on price and proximity. As a liquor retailer, this makes it difficult to compete; making a sale relies on a conveniently located store and sharply priced products.

Liquor King elected an alternative approach, engaging with shoppers in a different way, and earning business by enhancing the customer experience, enticing them to return.
Context worked with the client to create experiential zones focused on customer personas rather than product categories. Built around the shoppers themselves, zones are targeted, light-hearted and memorable, with regular tastings and other events adding a face-to-face dimension.

The new approach has seen an increase in premium product sales and converted Liquor King customers into promoters.