Selbetti Tecnologia, one of the leading 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 brick-and-mortar retail.
Developed by the Retail Experience unit, specialized in technologies for brick-and-mortar retail, the Digital Sommelier is an interactive kiosk that transforms the in-store shopping experience. Your first application is aimed at the wine segment, helping consumers choose 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 dish type, occasion, country of origin, and price range. 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 inaugurate a new concept of intelligent recommendation in physical retail. We launched the first version focused on wines, but the solution's architecture is expandable, allowing it to be adapted to 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 offers scalable solutions to transform the in-store experience, connecting technology, data, and shopping experience," the executive adds.
More than a technological differentiator, the Digital Sommelier offers direct operational benefits to Retail, such as a significant reduction in shopping cart abandonment in the wine section, an increase in average ticket through consultative sales, and a competitive edge through innovation in the self-service experience. The system can also be integrated with the retailer's inventory and database, as well as offer opportunities for strategic partnerships with wineries and promotional campaigns.
The shopper's journey on the shelf
Brazilians have been showing increasing interest in wines, but the purchasing moment still presents characteristic challenges. In the supermarket's 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 do not even receive the buyer's attention, who feels overwhelmed by the wide variety; often, many customers spend up to 8 minutes deciding which wine to take, without concrete data to assist them. This indecision stems from common doubts – for example, about which grape or style to choose, which wine pairs with a particular dish, or whether the label is of good quality. Without security, some end up giving up on the purchase or resort to simplified criteria, such as choosing a familiar wine or a cheaper one.
Another point is that the reason for the purchase matters when it comes to wines: at least 43% of consumers choose based on special occasions, such as a dinner or hosting guests 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 2021 survey conducted 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 decide their purchase while already planning the dinner or event for the following days. This is related to the fact that there is a lack of tradition in storing wine at home – most of the public prefers to buy the bottle on the day they plan to open it.
"The shopper's behavior at the moment of purchase is highly susceptible to quick and personalized stimuli. The Digital Sommelier is precisely designed to meet this need — and, in the future, it may do the same in other complex categories," says Moratore.
