M&S has launched an AI tool to help customers choose wine, by asking questions such as what they would have in a fruit salad.
The online Wine Finder tool is intended to help shoppers choose a bottle that suits their palate, and leads to recommendations available in their selected store.
M&S said it wanted to help shoppers navigate a category that could be confusing, after a survey found nearly a quarter of them spent more than 10 minutes deliberating in the wine aisle.
The tool uses product recommendation software Preferabli, and is supported by the M&S Food digital catalogue, which provides live information on product availability across more than 1,000 stores via the Sparks app.
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 that are stocked in relevant stores.
“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,” said Caroline Thompson-Hill, M&S head of beers, wine and spirits.
“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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