EXPERIENCIA PATRÓN – A Masterclass In Retail Activation

There is a huge amount to admire about the way Patrón go about their business. In 2023, they sold 3.2 million 9 litre cases, which albeit a decrease of 8% from 2022, is still a staggering result.

With a trend for ultra premium spirits in luxury travel, we have to say we were extremely impressed with a recent GTR activation at Heathrow Terminal 5. It really is a masterclass in understanding the retail environment, the target consumer and how to convert them.

Retail activations need to cut through in competitive environments and net sales. This is the job to do.

In a retail environment we believe in 3 stages – awareness, consideration and conversion.

The classic marketing and sales funnel holds absolute relevance in retail.

Here is a quick case study on the EXPERIENCIA PATRÓN activation which they executed at the end of 2023 and why we think they nailed it.

Stop & Stare Design

The first job to do in global travel retail environments is to get consumer attention. These environments are busy, and competitive and have declining dwell time for shopping as travel becomes hyper-efficient. This means it is critical to stop consumers in their tracks if you want to make an impact.

This activation is clean and eye-catching with bold colourways a stunning design that resembles an agave pina. The enclosed retail space is very clever, with just enough visibility inside to spark intrigue with consumers.

The designs clever and it does a great job of driving consumer awareness.

Education

The activation showcases a clever digital tool “PATRÓN Find Your Perfect Tequila”. This is a six-question quiz that helps consumers find the Patrón expression that suits them. This sort of interactive element is incredibly effective at engaging and increasing the dwell time of consumers, as well as delivering key point of sale education.

This shows a great understanding how to drive consumers to trade up as well as showing the brand gets that typical UK consumers have a nascent understanding of the tequila category.

Conversion

The best way to get sales in our view? Show don’t tell.

The activation has a mixologist ambassador mixing Patrón serves including a Paloma and Margarita as well as demonstrating the liquid neat. The data on the effectiveness of sampling for driving sales is undeniable, with one survey finding that “68% of consumers said that the free sampling persuaded them to make a purchase”.

Having a resident mixologist and showcasing of the liquid and its versatility is incredibly clever and effective as a strategy. It also reinforces the premium positioning of the expression.

Conclusion

We love the customer journey that this brand activation takes consumers on and applauds the strategic approach. It nails the flow of awareness, consideration and conversion step by step.

Not all brands have the kind of budget to deliver an activation of this scale but that said, every brand should consider the strategic approach required in effective shopper marketing.

Truly getting to the heart of what makes consumers tick in retail environments is something brand teams have to achieve, no matter what your budget is.