Asda unveils Wine Selector machines

25 June, 2010

Asda is trialling its cash machine-sized wine selectors in two stores with the aim of rolling them out in the autumn.

The machines, details of which were first revealed by OLN (May 28, 2010), have been installed at branches in Chapeltown, Sheffield, and Harrogate, North Yorkshire.

Asda said the machines were being trialled “to simplify the task of choosing wine, and demystifying the category”.

They have a touch screen which allows customers to search by criteria including price, grape and country.

The Wine Selector prints out a docket with a suggested wine and each terminal is tailored to the store, with prices and promotions updated each day.

A spokeswoman said the new machines are the result of 18 months of research which showed 68% of customers find the task of choosing wine confusing, and 56% tend to buy the same wines. The wine selectors are “completely impartial” between Asda own-label and brands.

Adrian McKeon, category director for BWS, said: “This is a huge step forward for the retail market and we are proud to be leading the way.”?The Wine Selector will also be available online.

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