Belgian retailer Colruyt Group will test a digital ‘wine assistant’ in six branches in the coming weeks, the company has announced.
In a statement, the company said the assistant will take the shape of a large touchscreen with software that allows customers to make more informed wine choices.
The wine assistant is seen as an enhancement of the existing guidance that Colruyt currently offers with its in-store wine advisers. The test project will offer a chance to gain insights into how physical and digital applications can go hand in hand at a major retailer
The concept is being introduced on the back of market research in recent years that has shown that customers need guidance in the wine aisle. In addition, it is one of those products that customers do not want to risk making the wrong choice, Colruyt said.
As part of the test project screens will be installed in the Colruyt stores of Wetteren, Zele, Merelbeke, Liedekerke, Halle and Menen. It will be available in these shops for a period of six months, after which the test will be evaluated and a possible further roll-out of the project will be considered.
How it works?
The wine assistant consists of a digital screen prominently placed in the wine aisle, accompanied by a ‘wine bell’ that customers can use to call up the wine adviser if necessary. Using a touchscreen, customers can navigate through the wine on offer using a rang eof criteria such price range, type of dish the wine will be served with, colour of the wine, type of wine (e.g. non-alcoholic) and the region where the wine comes from.
The customer can also indicate if they want to give a bottle as a gift. Based on what the customer indicates in this questionnaire, a number of wines are highlighted, including the description of where you can find these wines on the shelf. The application also takes into account current promotions and campaigns such as wine festivals.
Speaking on the initiative, Olivier Tournet, wine consultant at Colruyt and co-responsible for the project, said: “Our in-store wine advisers have long assisted our customers in making an informed choice. However, we are aware that a wine adviser cannot always be available, and that every customer is different. By testing the wine assistant, we want to offer customers a digital and more autonomous option, which can be interesting not only for wine laymen but also for wine connoisseurs.
He added: “The assistant will guide our customers through our wine aisle, so to speak, while the wine adviser can play a supporting role if required. The goal is to make shopping simple and efficient, while also being able to inspire our customers.”
