28 Apr 2008


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New wine chooser touchscreen targets off-trade

Former Diageo marketing manager Fergal Downey is targeting the UK off-trade for an in-store touchscreen designed to make it easier for consumers to make their wine choices.

Downey is working on the theory that wine is a category where product knowledge is a significant barrier for more than 80% of consumers.

He said he saw the opportunity to use technology in-store in the off-trade to overcome this barrier and, following testing, developed The Guru virtual wine expert, which is being launched in the UK market at next month’s (May’s) London International Wine Fair.

The Guru uses a 19-inch touchscreen interface, which is floor or wall-mounted in the off-licence, incorporating a scanner and printer. Users search for a wine using key criteria buttons (such as style, country, grape, food match, and price) or by scanning a bottle to go directly to the information page on this wine. They can then print this info or send it to their mobile phone.

The backend database is accessible online for brands and retailers and wines can be added or deleted easily. Retailers can also select the wines listed down to individual store level, so that each search is relevant to that store.

According to Downey: “While consumers have been actively seeking information on brands and products of interest to them, brand owners and retailers have taken time to respond to this trend. However, I think that is changing.

“We are bringing an innovative, ground-breaking product to the UK market, which has the potential to revolutionise the wine buying process so it’s important for us to emphasise the quality of the interaction between consumer and brand that comes with our application.”

The Guru also provides brands with a context-driven promotional solution. “Consumers respond to promotional offers when they are relevant to their tastes and what they are looking for. The Guru provides a mechanic for doing this,” said Downey.

Touchpoint Interactive Media, the creator of The Guru, can be found on Stand N73 at LIWF.

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