How Premium Brands Compete Beyond Price
In digital commerce, brands are often told to reduce friction, optimise checkout and push harder for conversion.
But for premium brands, the answer is not always to move faster or discount harder.
At eTail Asia, we spoke with Callum Dunn, Regional Director, Information Systems & Digital Technology at Moët Hennessy, about why premium brands need to compete through experience, storytelling, personalisation and brand heritage, rather than price-led digital tactics.
3 Takeaways from the Interview
Key takeaway | Why it matters |
Compete on experience, not price | Build value through storytelling, heritage and memorable brand moments rather than discount-led tactics. |
Use personalisation to deepen relevance | Create moments that feel special for the customer, from gifting occasions to tailored brand experiences. |
Connect data to the full customer journey | A unified view of the customer helps brands deliver more consistent, relevant and premium experiences |
The challenge: premium brands cannot always play the price game
Callum explains that Moët Hennessy has traditionally operated as a B2B business rather than a direct-to-consumer retailer. That creates an important question: how can a premium brand build a stronger online presence without competing directly with its own retail partners?
For premium brands, the answer is not discounting.
Instead, the opportunity sits in experience: telling the story behind the brand, bringing heritage to life and guiding consumers towards tastings, visits, partnerships and moments that make the brand feel more meaningful.
Volume retail vs premium experience
Volume Retail | Premium Experience |
Competes on price | Competes on story |
Optimises for fast conversion | Builds desire over time |
Pushes discounts and promotions | Creates moments and experiences |
Focuses on transaction volume | Focuses on brand meaning and loyalty |
Why storytelling is part of the premium experience
For Callum, premiumisation is deeply connected to heritage.
The product is not just the final item on the shelf. It represents years of history, craft and brand meaning. That is why storytelling plays such an important role in helping customers understand what makes the experience special.
Where personalisation creates value
Callum also points to personalisation as a way to make premium moments feel more relevant.
This could include gifting occasions, bottle engraving, personalised packaging or exclusive experiences for brand communities. The goal is not personalisation for the sake of it. It is about creating a moment that feels more thoughtful, memorable and connected to the customer.
Watch Callum explain how premium brands use experience and personalisation to create value at 05:46.
Why customer data still matters
Even in experience-led retail, technology plays an important role.
Callum highlights the importance of a unified customer data platform and a single view of the customer. When brands can connect the journey from first communication through to final sale, they are better placed to deliver a consistent and relevant customer experience.
For premium brands, the challenge is balancing global brand consistency with local market relevance. Central brand messages need to remain recognisable, while local teams adapt them for different cultures, customer behaviours and market conditions.
Watch the full interview with Callum Dunn to hear more about how premium brands are rethinking ecommerce, experience and customer relevance.
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