All Colruyt stores will get a digital wine assistant

Following a successful trial in eight stores, Colruyt will roll out a digital wine assistant in all its Belgian stores by March of next year. A touchscreen guides shoppers to the right wine based on their taste, meal, and budget.

The role of the wine advisor will remain

For many customers, choosing from the selection of nearly 400 wines in a Colruyt store is no easy task. Using a touchscreen in the wine aisle, they can specify their wine preferences, such as the type of wine, country of origin, the dish they’re pairing it with, or the price range they’re looking for. The wine assistant then suggests 18 wines that match their preferences, with a focus on wines currently on promotion. The selection includes white, red, rosé, and sparkling wines, as well as non-alcoholic options.

The retailer emphasizes in its press release that the role of the in-store wine advisor will remain, but thanks to this innovation, other store staff will also be better able to assist customers. The wine assistant aligns with Colruyt Group’s ambition to deploy digital innovation where it offers tangible added value for customers and employees.

75% of users are satisfied

The decision to roll out the digital wine assistant on a large scale follows a successful trial in eight stores. Over a four-month period, approximately 2,500 customers used the tool to make their selection from the product range. They most frequently sought advice on the type of wine—with a focus on white wines—and asked for suggestions on food pairings. Colruyt reports that 75% of users were satisfied with the advice they received within a minute. Currently, the digital wine assistant is already available in 1 out of every 3 Colruyt stores.

“Today’s customers expect both personalized advice and ease of use. With the digital wine assistant, we combine the best of both worlds,” says Pascal Bernimont, regional director at Colruyt. “Customers receive relevant suggestions quickly, while our wine advisors remain available via the wine bell for questions and personalized advice.”