An offline observation in retail store of centre Paris

Lipton is an entry-level tea bag brand that does not have its own offline stand-alone shops like other premium brands but is mainly sold in retail shops. At the same time, it is also sold online on online retail platforms such as Amazon and offers a pre-order programme service.

To find out more, I went to a monoprix in downtown Paris for the morning and tried to conduct a short interview with the staff and the customers who bought the brand's products.

The staff at Monoprix were very welcoming and told me that Lipton is the fastest selling bag tea in their shop. Especially in winter and promo season, the main customers are students and white-collar workers, young people and middle age people. The consumer group seems to be more female. One of the best selling flavours is Lipton's main yellow label black tea.

During my waiting time, two customers bought Lipton products and their profile matched the description of the shop assistant and the brand's profiling of the target customer group.

I asked both customers about their reasons for purchasing the Lipton brand and both responded by mentioning that Lipton is a brand of tea bags offered in many hotels and that they had built their initial impression of the brand through their experience in the hotel and that there is nothing more comforting at the end of a busy and tiring journey than a complimentary hot tea from the hotel. Having built up trust in the brand they began to make consistent purchases in retail outlets. And try more flavours.

Yibin ZHANG