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Virtual Wine Selector Demystifies Wine Buying Experience

By Jeff Louderback

Orlando - Drinking wine is no longer an activity mostly enjoyed by affluent consumers in major metropolitan cities. In restaurants and at dinner tables across the country, adults of all generations are demonstrating America's burgeoning passion for wine. By 2008, the United States is expected to have the highest wine consumption in the world. According to a Gallup Poll, wine has even surpassed beer in popularity.

With the growing popularity of wine, supermarkets are carrying a higher volume of the product. Yet - with more labels, varietals and regions than ever - selecting the right wine can be a confusing task for many consumers. Providing product knowledge is also a challenge for supermarkets, whose employees typically are unfamiliar with the selections on hand.

An expert on consumer buying habits in supermarkets, Kevin Dunleavy recognized this problem and sought a solution. The result is the Virtual Wine Selector. An interactive kiosk that is placed in the wine department of grocery stores, the device offers varietal and regional information, tasting notes and suggests foods and cheeses to complement them. The stand-alone device interacts with customers and features audio that invites them to try it. By using a touch screen, customers can find wine suggestions that match their tastes.

"The way that information is being delivered is evolving. Today's consumers are multi-sensory and gravitate towards retailers who recognize their preferences," Dunleavy said. "I thought the time was right to introduce a kiosk that is informative, educational and entertaining.

"We have crafted a niche by combining technology with our experience in and understanding of the supermarket industry, and consumer buying habits," Dunleavy added. "We're a marketing company harnessing technology, not a technology company that has created a product and is seeking to sell it. That is what makes us unique."

A veteran in the retail food marketing industry, Dunleavy was co-founder of Try-Foods International (TFI), an Apopka, Fla.-based company that specializes in promotional and merchandising programs for the supermarket industry. He left to start Super Marketing Promotions and Super Marketing Partners in 2004. Super Marketing Promotions was created to develop the Virtual Wine Selector.

Dunleavy developed the application and software for the Virtual Wine Selector, and partnered with TFI for food information and recipe content.

"Many wine buyers find shopping for wine is complex, and they worry about making a mistake. This is a tool for consumers because it demystifies wine and transforms the purchase of wine into an entertaining and informative experience," Dunleavy said. "It also is a resource for store employees who may not have expertise about the labels and varietals in stock.

"It not only provides information on the wine, but it also offers wine pairing suggestions and information about recipes that accompany the respective wine," Dunleavy added. "Simply put, the Virtual Wine Selector provides solutions for customers and increases the volume of sales for retailers because of the suggestions it makes."

The Virtual Wine Selector is user-friendly for retailers. Once the kiosk is plugged into the outlet, it operates smoothly. In addition, it requires no interaction with the retailer's computer system other than providing simple Internet access. Super Marketing Promotions can remotely update the kiosk's content and gather important use information with its Content Management System.

Jeff Louderback is a journalist and writer. See more from Jeff at www.jefflouderback.com