The tool is supported by the M&S Food digital catalogue, which provides customers with live stock information across its more than 1,000 stores.
M&S customers can now use its new Wine Finder tool powered by AI technology to help them select the right bottle of vino for their palate.
Available online for more than 500 stores and on Point of Sale marketing in 20 Foodhalls, this asks a few quick questions about personal preferences before offering tailored recommendations of wines ranging in the chosen store.
The retailer is trialling the tool to help customers shop a category that it says can be confusing. Research, conducted on behalf of M&S, found that nearly a quarter of shoppers spend more than ten minutes deliberating in the wine aisle.
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The tool is supported by the M&S Food digital catalogue, which provides customers with live stock information across its more than 1,000 stores. Available through its app, millions of customers are using the digital catalogue to better plan their shop as M&S aims to become more of a shopping list retailer.
Customers can see what’s in stock at their local store and add items to a digital shopping list. The Wine Finder can access the catalogue to make personalised recommendations which are stocked in the relevant store for customers.
The technology is powered by Preferabli and it’s the first time it’s being integrated by a grocery retailer in the UK.
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Caroline Thompson-Hill, Head of Beers, Wine and Spirits at M&S Food, 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.”
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