Selbetti Tecnologia, one of Brazil’s leading One-Stop-Tech companies, has just launched the Digital Sommelier, an innovative solution developed by its 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, helping consumers choose the ideal wine quickly, practically, and personally — but the solution was designed to expand to other sectors in the future.
With an intuitive visual interface, the solution allows consumers to find ideal recommendations based on criteria such as dish type, occasion, country of origin, and price range. The embedded technology integrates artificial intelligence for personalized suggestions and Pick by Light, which physically signals the product’s location on the shelf.
“With the Digital Sommelier, we are introducing a new concept of smart recommendation in physical retail. We launched the first version focused on wines, but the solution’s architecture is scalable and can be adapted for other segments and product 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 by connecting technology, data, and shopping experience,” adds the executive.
Beyond a technological differentiator, the Digital Sommelier offers direct operational benefits to retail, such as a significant reduction in abandoned purchases in the wine section, an increase in average ticket through consultative selling, and a competitive edge through innovation in self-service experiences. The system can also be integrated with the retailer’s inventory and database, while offering opportunities for strategic partnerships with wineries and promotional campaigns.
The shopper’s journey at the shelf
Brazilians have shown growing interest in wines, but the purchasing moment still presents inherent challenges. In the supermarket wine aisle, the average consumer tends to spend several minutes analyzing options—often without clear information to guide their choice.
Studies indicate that 58% of displayed labels fail to even capture buyers’ attention, as they feel overwhelmed by the extensive variety. Many customers spend up to 8 minutes deciding which wine to choose, lacking concrete data to assist them. This indecision stems from common doubts—such as which grape or style to choose, which wine pairs with a certain dish, or whether the label offers good quality. Without confidence, some end up abandoning the purchase or defaulting to simplified criteria, like selecting a familiar or lower-priced wine.
Another factor is that the reason for purchase matters with wine: at least 43% of consumers choose with special occasions in mind, such as a dinner or hosting guests. Conversely, 42% say they buy when they encounter a different or intriguing label, indicating novelty can also attract—according to a 2021 study by Wine in partnership with MindMiners in Brazil.
Another observed trend 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, confirming that consumers make purchasing decisions while planning meals or events for the coming days. This relates to the lack of a tradition of storing wine at home—most prefer to buy the bottle on the day they intend to open it.
“Shopper behavior at the point of purchase is highly responsive to quick and personalized stimuli. The Digital Sommelier was created precisely to meet this need—and, in the future, could do the same for other complex categories,” says Moratore.
