Initially, the goal was to attract luxury buyers to the platform and provide them with a similar experience as in a physical liquor store. However, during my target audience analysis, I discovered that there would be more opportunities in the “middle/normal segment”. Luxury buyers are often collectors. They usually know what they want and search for it until they find it, regardless the service or advice they get. On the other hand, the middle segment often goes to a liquor store for advice, experience, tastings, and discovering new products. To give a better understanding, I made a video of this audience analysis. You can view it by clicking on the image above.