M&S Launches AI-Powered Wine Finder – Your Perfect Bottle in Seconds!
Marks & Spencer (M&S) has introduced an innovative AI-powered Wine Finder tool to assist customers in selecting wines that align with their personal tastes. This tool is accessible online across more than 500 stores and features in-store at 20 Foodhalls, aiming to simplify the often complex process of wine selection.
Personalized Wine Recommendations
Upon engaging with the Wine Finder, customers are prompted to answer a series of questions regarding their flavor preferences. Based on these inputs, the tool generates tailored wine suggestions, encouraging exploration of diverse regions, grape varieties, and bottles that customers might not have previously considered. Caroline Thompson-Hill, Head of Beers, Wines, and Spirits at M&S Food, stated, “By utilizing AI, the Wine Finder tool helps encourage customers to try different regions, grapes, and bottles they’ve not considered before.”
Integration with Digital Catalogue
The Wine Finder is seamlessly integrated with the M&S Food digital catalogue, which offers real-time stock information from over 1,000 stores. This feature allows customers to verify the availability of recommended wines at their local stores and add desired items to a digital shopping list via the M&S app. This integration ensures a smooth and efficient shopping experience, bridging the gap between online selection and in-store purchase.
Addressing Customer Hesitation
Research commissioned by M&S revealed that nearly 25% of shoppers spend more than 10 minutes deliberating over which wine to purchase. The introduction of the Wine Finder aims to reduce this uncertainty by providing confident recommendations, thereby enhancing customer satisfaction and potentially increasing sales.
Collaboration with Preferabli
The development of the Wine Finder was in partnership with Preferabli, a leading AI-driven product discovery and recommendation platform specializing in wine, spirits, and food. Preferabli’s technology analyzes hundreds of characteristics for each wine, delivering precise and personalized recommendations. This collaboration marks the first instance of such advanced AI technology being integrated into a UK grocery retail platform.
Enhancing the Wine Shopping Experience
By leveraging AI technology, M&S aims to demystify the wine selection process, making it more accessible and enjoyable for all customers. The Wine Finder not only assists in making informed choices but also encourages customers to broaden their palates by exploring new wine options.
