Customer to
Member Journey
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.
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.
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. 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 our first impression: in-store tastings, restaurant collaborations, media and influencer previews, gifts for customers, and special offers. Our intention was to make a store launch turn into a community gathering.
"Is this really better than the other liquor store three blocks away?"
"Wait, they do events too?"
"Is the Cellar Club actually worth it or is it just another loyalty card?"
Impressed but overwhelmed. How do I choose?
I’ve never had this level of help before.
This store opening feels like an experience, not a transaction.
Tells a friend: “We have to go to their French Wine and Cheese event!”
Signs up for an event, shares on social media, enters contest.
Answers the community’s call, signs up for the Cellar Club.
In-store tastings, ribbon cutting, restaurant collabs, and media presence.
Contests worth entering.
Customers receiving free gifts, rewarded on day one.