Maille installs ‘first of its kind’ sampling technology at London store

Unilever has launched a “first of its kind” sampling installation called the Discovery Spoon at the London boutique store of it speciality mustard brand, Maille.

The innovative technology allows consumers to register in store for recipes, content and product news about the Maille boutique’s range. The Discovery Spoon enables consumers to save their product preferences after they have sampled mustards from Maille’s range, incorporating a near field communication chip in the spoon that remembers the customer’s favourites when it is tapped near the base of the jar.

The brand is hoping that the experience “will help increase footfall and drive consumer loyalty by generating new and accurate consumer information”.

Visitors are invited to sign up to Maille’s newsletter and receive both a customised email and print-out of their favourite Maille flavours – allowing the company to build a closer marketing relationship with its customers – at the end of the process.

Maille boutique manager Harry Lalousis said: “The new installation at the Maille boutique provides consumers with an engaging and intelligent way of sampling the Maille boutique’s speciality mustards, whilst enabling consumers to enjoy the deeper, more intense and memorable experience of Maille flavours. The Discovery Spoon activity is one of the first of its kind in the world and allows us to combine our website and online store with our Maille Boutique experience.”