Only around 20% of consumers enter a shop with a shopping list and a clear idea of what they want to buy. The other 80% make spontaneous decisions depending on their mood, how much they feel at home in the shop, or the look/feel of the products. This stays constant in wine purchasing. According to a survey by MIS Trends in 2004, 22% of individuals questioned did not know the first thing about wine. Another 39% had only a vague idea. D O'Halloran in the wine dept at the prestigious Swiss department store Globus, says very few customers enter the shop with a clear idea of what they want. Most are grateful for help from sales staff or a product range they can understand. Many are influenced by the design of the bottle or of the label. The appearance of a wine bottle often gives customers a feel for its contents & here it is more a matter of overall impression.
