Wine giant turns to high-tech sensory enhancements to boost retail purchases
With sampling and tasting almost obsolete in stores after the COVID-19 pandemic hit the region, products that depend on sensory experiences to attract consumers, like wine, have had to find whole new ways. to attract consumers.
According to Penfolds, one of the largest wine companies in the world, research has shown that 40% of the two in five buyers who plan to buy wine eventually leave stores without a bottle, and a study of wine buyers in FairPrice and Cold Storage Singapore also showed that while an average buyer can spend four minutes browsing wine racks, some 32% of buyers found missing information on wines and flavor profiles.
This has led the company to believe that consumers feel a lack or lacuna in their wine shopping experience, thereby working to innovate what it calls âphygitalâ in-store displays to enhance that shopping experience.
“By introducing this brand new phygital mode of retail marketing and display, we hope to revitalize the experience of buyers by directly addressing their concerns and needs.”The Managing Director of Penfolds International (Southeast Asia, Japan, Korea, Europe, Middle East and Africa) said Yodissen Mootoosamy.
The âPenfoldsâ phygital displays [allow] for consumers to access information through digital technology, without losing the element of physical contact with the product they intend to buy – a combination that will help buyers feel at ease and sure of their final selection.
‘Phygital’ displays refer to the concept of using technology to bridge the digital world and the physical world, and for Penfolds this has been implemented in several ways: one of them is to stimulating the sense of smell, wine aromas are distributed on scent strips to allow consumers to assess wine profiles without the need to taste samples.
In tandem with the scent bands, a digital screen is invited to showcase a video on the aromatic notes to provide consumers with more information about the scent.
Another type of phygital display dubbed âlift-and-learnâ uses motion sensors on wine displays. So when buyers lift a product, a screen is triggered to display the corresponding information about the product.
“What we hope to achieve with this latest phygital experiment is to pique the interest of consumers who may feel that drinking wine is something only established for the established.”Penfolds says FoodNavigator-Asiavia an e-mail declaration.
“[We aimed to] seamlessly combines online and offline elements for a unique customer experience that simultaneously guides shoppers through their consumption journeys, without the need for an on-site promoter. “
That said, the company added that the actual experience of consuming and tasting wine is irreplaceable, although it is hoped that these measures can help increase consumer interest and attention in addition to improve their shopping experiences.
“Nothing will ever replace the real pleasure of savoring a glass of wine”said Penfolds.
âIn the end, nothing comes close to the experience of tasting [the wine, but we hope that] these interactive contact points will spark consumer interest in wines [as well as] lower barriers to entry for new consumers to try something [new]. “
Wine trends through APAC
According to the company, the use of technology has been the most significant change seen in the wine industry since the start of the COVID-19 pandemic, which was another reason for the decision to go âphygitalâ. “.
“The pandemic has indeed changed the behavior of buyers as well as marketing [for us] throughout the APAC region â,said Penfolds.
“With online shopping and mobile ordering becoming even more popular than before, brands and retail must adapt to meet the online and offline needs of consumers. [including] the use of technological tools to link the physical and digital experience of buyers to [help them] choose the best pairings for their palate.
“Overall, there has been an increase in wine sales in the past two years since the world went into lockdown.”