Marks & Spencer launches new AI tool to help customers pick the perfect wine – at more than 500 stores
Marks & Spencer has launched a new AI-powered Wine Finder tool to help customers select the perfect bottle based on their preferences.
The innovative technology asks shoppers a few quick questions about their personal tastes before offering tailored wine recommendations.
M&S is introducing a tool to simplify shopping in a category that many find confusing.
The retailer’s extensive wine collection includes over 400 bottles in its full range.
The new tool is available online for more than 500 M&S stores and on point-of-sale marketing in 20 Foodhalls across the UK.
It has been developed in partnership with Preferabli, the leading AI-driven product discovery and recommendation software in wine, spirits and food.
This marks the first time such technology has been integrated by a grocery retailer in the UK.
The system is built by PhDs and the largest group of Masters of Wine and Master Sommeliers in the world.
Research conducted on behalf of M&S has revealed that many customers find wine selection challenging. Nearly a quarter of shoppers spend more than 10 minutes deliberating in the wine aisle.
The retailer is trialling the Wine Finder tool specifically to address these “Wine Worries” and simplify the shopping experience.
By asking a few quick questions about personal preferences, the AI technology aims to reduce decision time and help customers make more confident choices.
The technology is supported by the M&S Food digital catalogue, providing customers with live stock information across more than 1,000 stores.
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Millions of customers already use the digital catalogue through the M&S app to better plan their shopping experience. The Wine Finder can access this catalogue to make personalised recommendations based on what’s actually in stock at the customer’s chosen store.
Preferabli’s proprietary database powers these recommendations, using hundreds of characteristics for each wine to ensure accurate matching to customer preferences.
Head of Beers, Wine and Spirits at M&S Food Caroline Thompson-Hill said: “We know Wine can be a difficult category to shop and it’s important that we find new ways to support our customers when shopping our 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.”