Friday, 28 February, 2025
The Drinks Business, Arabella Mileham
The new roll out, which was developed in partnership with US-based AI tech company Preferabli, will be available online for around 570 stores as well as at point-of-sale marketing in 20 foodhalls across the UK. It is being trialled to help customers navigate a category that can be confusing, following the #WineWorries Mythbusting Report conducted by OnePoll on behalf of M&S that found that nearly a quarter of shoppers spend more than 10 minutes deliberating on what to pick in the wine aisle.
All the consumer now has to do is to answer a few quick questions about personal preferences to be offered a tailored recommendations of the wines ranged in that particular store.
Caroline Thompson-Hill, head of beers, wine and spirits at M&S Food, said that M&S knew wine could be a difficult category to shop and it was important to find new ways to support customers shopping their “incredible range” in store”.
“By utilising AI, the Wine Finder tool helps encourage customers to try different regions, grapes and bottles they’ve not considered before. By suggesting wines to try, we’ll help customers make decisions in stores and hopefully find some new favourites.”
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