top of page

E-commerce Launch Strategy

An offline-to-online marketing campaign to drive users to purchase products on the Taittinger e-commerce site.

Role

Market Researcher, Graphic Designer,

UX Designer

Duration

October 2019 - July 2020

Team

Sharan Devendra, Yi-Hsauan Yang

Intro

Introduction

Taittinger is a French wine family who is famous producers of Champagne. They planned to launch an e-commerce website to enhance their brand awareness and product sales through Europe, especially in England. I will focus on design-related marketing plans on this page, including the online advertisement design and physical pop-up store design.

​

Research

We first conducted market research to determine Taittinger's target audience in France and England. After having interviews with twenty target audiences in both France and England, respectively, we drafted two consumer personas.

Group 1 (3).png

Value Proposition

After determining Taittinger's target consumers, we created the value proposition for Taittinger e-commerce. We emphasized building a close relationship between Taittinger and online users. Besides, we planned main marketing activities which can execute on the Taittinger e-commerce platform.

Group 1 (4).png
Online Strategy

Strategic Marketing Planning

​

Online Campaign

Psychometric Tests Advertisement

To increase the Taittinger website's traffic, we planned a psychometric tests advertisement on Instagram and Facebook. By incorporating basic psychological principles, ADs can be created to generate desired emotions and reactions, ultimately driving desired consumer behaviors.

psy 1.png

Advertisement Design

I designed situational questions based on Taittinger’s six champagnes, guiding testers to find the champagne that best suits their personality. A button on the results page directly links to the official website to increase the champagne conversion rate.

Group 2 (2).png

Offline Campaign

Pop-up Store Design

To convert the offline customers to online, raising Taittinger's e-commerce awareness is the priority. Besides, the immersive experience can establish emotion between the experiencer and Taittinger. Therefore, I invited customers to experience Taittinger's long historical tunnel in the form of a pop-up store.

​

VIP Invitation Card

The hue of the invitation letter is inspired by the champagne cellar. This hue can give people a sense of historical mystery and a sense of glory for VIP.

Group 3 (6).png

Pop-up Store

  • Store Location: Le bon marché, Paris 24 Rue de Sèvres, 75007 Paris. The first apartment store in Paris. 

  • Event Name: Taittinger E-commerce Launch

  • Event Messaging: The Taittinger family is a miniature of French society.

  • Event Goal: 

  1. Increase the brand awareness by letting visitors comprehensive Taittinger's long history, which originated from the fourth century.

  2. Convert the offline customers to online.

Exhibition Planning

1. Wine Cellar:

The curved corridor simulates Taittinger's wine cellar, introducing Taittinger's history through historical photos.

 

2. History Box: 

An immersive and interactive experience similar to teamLab TOKYO, bringing visitors back to the historical scene.

I aim to offer auditory and visual enjoyment for customers.

popup 1 (2).png

3. Photo Booth: 

After taking pictures at the photo booth, guests will receive a photo with Taittinger's photo frame. The photo frame has an aroma of Taittinger's bestselling champagne. I aim to offer olfactory enjoyment for guests, enhancing customers' impression of Taittinger.

​

4. Wine Tasting Bar:

Seats are designed for guests to scan the QR code to join the Taittinger e-commerce membership.

Model

popup 2 (2).png

Detail

1. Wine Cellar:

Taittinger’s historical photos will be displayed on the wall, telling Taittinger’s historical story in a timeline.

popup 3 (3).png

2. History Box

- An immersive & interactive exhibition

The way of presenting the scene is similar to teamLab Tokyo, using light and soundtrack to tell the historical story of Taittinger. In addition, guests can select the historical period they want to watch by touching the wall.

popup 4 (1).png

3. Photo Booth

-Photo frame design concept

The invitation cards introduce two bestselling champagnes respectively. Also, the photo frame will have the aroma of that champagne, so even if customers leave the event, the scent of the frame can still remind them of the taste of Taittinger champagne.
Two links are attached to the back of the card, one for downloading photos taken at the photo booth and the other for the QR code linking to the official website.

ph 1.png

4. Tasting Wine Bar

In addition to allowing guests to enjoy champagne, the seats are designed to let guests have time to scan QR code and join Taittinger's e-commerce memberships.

popup 5 (1).png
Offline Strategy
Website User Flow

Website Structure/User Flow

The website's design mainly focuses on providing personalized consumer service and a perfect digital experience, enhancing customer brand loyalty.

Learnings

It's a precious opportunity to work with my classmates and the Taittinger company, and I’m very proud of how this project turned out.

​

  1. The importance of crisis handling: When we were halfway through the program, the Covid-19 outbreak started, so we had to reschedule our offline events. Thanks a lot to my teammates, we solved the difficulties in the shortest time and made a plan B. It is important to arrange a complete emergency plan without knowing how far the pandemic will develop.

  2. 3D pop-up store design: This is my first time using SketchUp to draw a 3D event store! It really felt amazing when I finally drew a complete design in my head!

Learnings
bottom of page