Selbetti Tecnologia, one of the main Brazilian One-Stop-Tech companies, has just launched the Digital Sommelier, an innovative solution developed by the Retail Experience business unit, specialized in technologies for physical retail.
Developed by the Retail Experience unit, specialized in technologies for physical retail, the Digital Sommelier is an interactive kiosk that transforms the shopping experience at the point of sale. Its first application is focused on the wine segment, assisting the consumer in choosing the ideal wine quickly, practically, and personalized — but the solution was designed to also serve other sectors in the future.
With an intuitive visual interface, the solution allows the consumer to find ideal recommendations based on criteria such as type of dish, occasion, country of origin, and price range. The embedded technology integrates artificial intelligence for personalized suggestions and Pick by Light, which physically signals the location of the selected product on the shelf.
“With the Digital Sommelier, we are introducing a new concept of intelligent recommendation in physical retail. We launched the first version focused on wines, but the solution architecture is expandable, capable of being adapted to other product segments and categories,” highlights Paulo Moratore, Head of the Retail Experience unit at Selbetti Tecnologia. “This innovation is an essential part of our One Stop Tech strategy, which brings scalable solutions to transform the in-store experience, connecting technology, data, and shopping experience,” adds the executive.
More than a technological differential, the Digital Sommelier offers direct operational benefits to Retail, such as a significant reduction in shopping cart abandonment in the wine section, increased average ticket through consultative sales, and competitive advantage through innovation in self-service experience. The system can also be integrated with the retailer’s inventory and database, as well as offering opportunities for strategic partnerships with wineries and promotional campaigns.
The shopper’s journey in the aisle
Brazilians have been showing a growing interest in wines, but the purchasing moment still presents characteristic challenges. In the supermarket wine aisle, the average consumer tends to spend several minutes analyzing the options, often without clear information to support their choice.
Studies indicate that 58% of labels on display don’t even receive attention from the buyer, who feels overwhelmed by the great variety; often, many customers spend up to 8 minutes deciding which wine to take, without concrete data to assist them. This indecision arises from common doubts – for example, about which grape or style to choose, which wine pairs with a particular dish, or if the label is of good quality. Without security, some end up giving up on the purchase or resorting to simplified criteria, such as selecting a familiar wine or one with a lower price.
Another point is that the reason for purchase matters when it comes to wines: at least 43% of consumers choose thinking about special occasions, such as a dinner or receiving visitors at home. On the other hand, 42% say they buy when they come across a different or curious label, indicating that novelty can also attract – according to data from a survey conducted in 2021 by Wine, in partnership with MindMiners in Brazil.
Another observed characteristic is that many Brazilians buy wine for immediate consumption, often on weekends. Supermarkets report that about 50% of wine sales occur on Fridays and Saturdays, proving that consumers make the purchase already planning dinner or events for the following days. This relates to the fact that there is a lack of wine stocking tradition at home – a large part of the public prefers to acquire the bottle on the day they intend to open it.
“The shopper’s behavior at the time of purchase is highly susceptible to quick and personalized stimuli. The Digital Sommelier is precisely here to meet this need – and, in the future, may do the same in other complex categories,” says Moratore.
