Customer to
Member JourneyVom Kunden
zum Mitglied
Willow Park Wines & Spirits was entering unfamiliar territory. A new city, a new customer base, and a blank slate for brand recognition. We were challenged to launch a 13,000 square foot flagship store in Saskatoon, with the intention of turning customers into members.Willow Park Wines & Spirits betrat unbekanntes Terrain: neue Stadt, neuer Kundenstamm, kaum Markenbekanntheit. Unsere Aufgabe: einen rund 1.200 m² großen Flagship-Store in Saskatoon zu eröffnen – mit dem Ziel, Kunden zu Mitgliedern zu machen.
The Purpose
Meet Alex. A curious Saskatoon local ready to learn more about wine, beer, and spirits. If only he knew where to go and what to look for.
Alex is a 34‑year‑old resident of Saskatoon, who has started taking his interest in wine, beer, and spirits more seriously. He’s looking for a local shop where he can learn and build a unique community.
Alex had been shopping from the corner liquor store for years. But when Willow Park Wines & Spirits announced its first Saskatoon location, the buzz around in‑store tastings and events gave him a reason to walk in.
Alex wants to broaden his knowledge without feeling out of his depth, get honest guidance, and be rewarded for the shopping he already does. He also hopes to find his place among fellow curious enthusiasts.
Alex finds the wine, beer, and spirits culture intimidating and worries he doesn’t belong. He’s wary of loyalty programs that turn out to be glorified email lists, so he’s unsure whether joining the Cellar Club is worth it.
Alex is a 34‑year‑old resident of Saskatoon, who has started taking his interest in wine, beer, and spirits more seriously. He’s looking for a local shop where he can learn and build a unique community.
Alex had been shopping from the corner liquor store for years. But when Willow Park Wines & Spirits announced its first Saskatoon location, the buzz around in‑store tastings and events gave him a reason to walk in.
Alex wants to broaden his knowledge without feeling out of his depth, get honest guidance, and be rewarded for the shopping he already does. He also hopes to find his place among fellow curious enthusiasts.
Alex finds the wine, beer, and spirits culture intimidating and worries he doesn’t belong. He’s wary of loyalty programs that turn out to be glorified email lists, so he’s unsure whether joining the Cellar Club is worth it.
The Journey
Mapping Alex's path from first-time shopper to Cellar Club member revealed where curiosity could tip into commitment and where it could stall.
The Opportunity
Not just to sell, but to educate.
A new city, limited brand recognition, a market full of corner liquor stores, a growing customer base thirsting for something more. Our opportunity is to become the place that explains why a Cabernet Sauvignon belongs with your steak, or what makes a special Champagne worth the investment. Willow Park Wines & Spirits set out to go beyond an average liquor store and to be a destination where people come to taste, learn, and enjoy.
The Approach
My role spanned ideation, customer-journey mapping, and testing across mixed channels. It started, as it always should, with people. Who lives in Saskatoon? Where are they? What do they care about? Those questions grounded a customer-centred analysis, mapping the relationships a launch would need to turn a first-time visit into becoming a Cellar Club member.
The Experience
The choices made were designed to invite Alex in.
The store spoke first with an open-plan layout, stacked cases of premium wine, a gift section, and a dedicated event area — all signalling a destination. The grand opening event was then our first impression: in-store tastings, restaurant collaborations, media and influencer previews, gifts for customers, and special offers. Marking our intention to make a store launch turn into a community gathering.
“Is this really better than the store three blocks away?”
“Wait, they do events too?”
“Is the Cellar Club worth it, or just another loyalty card?”
Impressed but overwhelmed — how do I choose?
I’ve never had this level of help before.
This feels like an experience, not a transaction.
Tells a friend: “We have to go to their Wine & Cheese event!”
Signs up for an event and shares it.
Answers the community’s call and joins the Cellar Club.
In-store tastings, ribbon cutting, restaurant collabs, media buzz.
Contests worth entering.
Customers getting free gifts, rewarded on day one.