Asda has reacted to customer feedback with the launch of an in-store electronic Wine Selector. The supermarket has said the Wine Selector, which is the same size as a cash machine, is being trialled "To simplify the task of choosing a suitable wine & demystifying the category." The Wine Selector will be trialled in two stores, Chapeltown, Sheffield & Harrogate, & is hoped to be rolled out this autumn. The touch screen allows customers to search criteria such as price, grape & country. The Wine Selector prints out a docket with the suggested wine & each terminal is tailored to its store, with prices & promotions updated each day. A spokeswoman said the new machines are the result of 18m of research which showed that shoppers find the wine category confusing & jargon-filled. It said 68% of customers find the task of choosing wine confusing & 56% tend to buy the same wines.
