The parent company of Moët Hennessy, LVMH, has entered into a strategic partnership with SoftBank this week, aimed at implementing technology to improve the customer's in-store experience. The arrangement, announced this week, applies to the group's retail presence in Japan. Among the projects that Softbank is working on is the introduction of VR and 5G experiences to the luxury goods group's outlets in the country. In-store customers will subsequently be able to view manufacturing processes and "artisan spaces" via virtual reality technology. SoftBank unit LINE will also roll out its messaging application to LVMH’s stores and brands, digitalising public-facing messaging, as well as creating brand accounts for marketing communications. “Under our ‘Beyond Carrier’ strategy, SoftBank drives [digital transformation] in various industry sectors, leveraging advanced technologies underpinned by our communications business foundation,” said group COO Yasuyuki Imai. “With this strategic partnership, we will work closely with LVMH Japan, which runs a number of world-famous luxury brand businesses, to implement a range of measures that enhance customer experiences through technology.” LVMH currently works with SoftBank's SB Payment Service Corp division to provide in-store payment services having transitioned its stores to cashless payments in 2018. Moët Hennessy enjoyed a bumper year of sales in 2021, with the wine and spirits unit, which is 35% owned by Diageo, reporting a 26% top-line leap on 2020. Supply Chain Special – What’s the impact on spirits? – comment