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Asda launches Wine Selector

Published:  17 June, 2010

Asda is to launch an in-store electronic Wine Selector that aims to demystify the category and simplify the task of choosing wine.

After 18 months research, customer feedback showed that 68% of customers find the task of choosing wine confusing, and 56% tend to buy the same wines week in week out.

The unit, which is the size of a free-standing cash machine, is being trialled initially in Chapeltown Sheffield in South Yorkshire and Harrogate, with a view to being rolled out in the autumn.

It works on a touch screen basis and will increase ease of shop for Asda customers by allowing them to find the perfect wine for the occasion via key decision making criteria such as price, grape and country.

When the customer has entered in their chosen preference, the wine elector prints out a docket with the suggested wine. Its software ensures each terminal is tailored to its store, with prices and promotions updated each day, sda's full range of over 600 wines included.

Adrian McKeon, category director of beers, wines and spirits, said: "Time and time again our customers tell us that they find it difficult to make an informed decision when faced with a huge aisle of wine. Industry-wide research and customer feedback tells us how shoppers want to interact more with the category and, as Asda continues to look for ways of helping shoppers and meeting customer demand, the Wine Selector is the perfect solution. This is a huge step forward for the retail market and we are proud to once again be leading the way".

The Wine Selector will also be available on