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The prestigious European competition POPAI Awards Paris knows its winners. The winning projects, selected by an expert jury, were announced on September 15th in Paris.

Introduction into the mixology in a MAKRO store

Together with the company Brown-Forman Czechia distributing premium alcohol brands, as Jack Daniel´s, Pepe Lopez and others, we have created second generation smart displays that can print recipes for mixed drinks according to a customer´s choice. “Our target group includes a common shopper with only a small knowledge of the mixology, but also a barman or a restaurant owner looking for an inspiration for his business,” says Tomáš Ptáček, the Category & Trade Marketing Manager of Brown-Forman Czechia. Currently, it is possible to get acquainted with the mixology in the Makro store in Prague – Černý Most.

The task was to create a luxury display that will adequately represent the brands for the client portfolio and motivate customers for shopping or at least inspire them to mix a drink at home just themselves. The concept of the place where shoppers can print out a recipe having all necessary ingredients at hand has already been tested within the realization in the Letňany shopping mall. “The Makro clientele buys mainly for business, therefore, the software and offered recipes are different. They are more challenging and multi-component to inspire barmen. However, the display is still interesting also for end consumers,” says Miroslav Obrátil, the Project Manager of our company.

The display design evokes the bar atmosphere with contribution of lights, central panel faced with artificial stone or cocktail glasses hanging at the top. When interacting with the touch screen, customers are surrounded with backlit bottles from the Brown-Forman portfolio including whiskey, rum, tequila and soft drinks. After selecting one recipe, it is possible to print it out directly at the display or send it by e-mail to a customer. “A useful output of the smart display software is also statistics about the most popular cocktails,” adds Tomáš Ptáček from Brown-Forman Czechia. The previous feedback is very positive. Now, Brown-Forman Czechia plans other activities to promote the smart display and also intends to use image LCD screen within its upper part to the current promotions.

The smart display did not escape the attention of the portal, which awarded it the TOP prize for an in-store realization of January 2016. “Clear, sophisticated, inviting to taste. This approach elevates shopping to be an experience. Its design helps to build a high value of the exposed brands,” Alexandr Stojčev, the Group Account Director of the company Momentum Czech Republic, assessed the victorious realization.

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