You are currently viewing the International Edition. You can also switch to the Hong Kong Edition.
Thursday 2 July 2015

M&S equip wine advisors with iPads

19th July, 2012 by Patrick Schmitt

Marks & Spencer has started equipping its wine advisors with iPads to more closely connect its online and offline operations.

12 M&S wine advisors now carry iPads

The use of the tablet computer coincides with the supermarket’s decision to fit stores with free Wi-Fi as well as feature QR codes on shelves, allowing customers in its shops to not only learn about the wines its stocks on the web, but also buy them online.

Currently, just 12 branches of Marks & Spencer have wine advisors with iPads, but Andrew Bird, head of trading for grocery and drinks, told the drinks business that the retailer was “rolling out” the concept.

He also said that as many as 20 stores are now wired up with Wi-Fi, such as the M&S in Kensington in west London, and that more are being fitted with the wireless service.

Meanwhile the iPads allow the wine advisors to simply scan the QR codes on point of sale material in the shops to bring up information about the wines on shelf.

According to Bird, the combination of the computers and QR codes will encourage shoppers to converse with the wine advisors.

It will also allow customers in-store to pay for the wine by ordering online with the advisor’s assistance.

In effect, the shops, said Bird, become “a showroom for the wine”, allowing the customer to handle and in some cases taste the product, before buying it through the M&S website, and then having it delivered to their house.

“There is a convergence of the internet and in-store offer,” said Bird.

“There are so many places where what we do in-store touches on e-commerce – what you do online is relevant to how you behave in-store,” he explained, speaking of browsing as well as buying.

He also said that the supermarket’s “multichannel offer is leading edge”, referring to the merging of Marks & Spencer’s different retailing channels – such as in-store, online or through mobile applications.

“We have a director of multichannel on the executive board – that’s how seriously we take this part of the business,” he stated.

One Response to “M&S equip wine advisors with iPads”

  1. spudie says:

    They should roll this concept out to ALL stores with a wine department…….not just the large stores

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

If that's interesting, how about these?

Yealands sells majority stake

Yealands Family Wines' owner Peter Yealand has agreed to sell 80% of the more...

Wimbledon serves up English wine

Organisers of this year’s Wimbledon have decided to offer tennis fans English more...

Pimm's and English wine sales leap

UK supermarket Waitrose has noted a surge in sales for Pimm's, strawberries and more...

Marketing and eCommerce Manager

London, United Kingdom

Competitive, includes equity options

Top 10 wines in the UK press

An English fizz fit for Wimbledon, a "chunky, berry-stuffed" Negroamaro and a more...

Oddbins woos Naked staff with love letters

Oddbins has allegedly been sending love letters and bottles of wine to key more...

Santa Rita launching new Irish campaign

Chilean wine producer Santa Rita Estates is spending €500,000 on a new more...

Business Development Executive

London, United Kingdom

£25-£30K + benefits, depending on experience

Tesco to announce more sales woes

Tesco's travails look set to continue, as City analysts say it is preparing to more...

Online retailer to highlight 'hidden gems'

A new online boutique wine importer and retailer Perfect Cellar has opened for more...

Louis Latour Agencies signs Gosset

Louis Latour Agencies marked its 25th anniversary last night with the more...

Warehouse Supervisor

London, United Kingdom

£27,000-£30,000 depending on experience

Mateus rosé clears up its design

Portuguese rosé brand Mateus is switching to a clear glass bottle this summer, more...

Auction house snaps up online wine specialist

Online auction firm Bid for Wine has been sold to The Fine Art Auction Group in more...

Asda warns suppliers of Champagne scam

Asda is warning suppliers to be on guard after several companies received more...

Head of On-Trade Sales

London, United Kingdom

Men down $1k of ‘aphrodisiac’ wine at airport

Two Chinese air passengers downed an entire bottle of aphrodisiac wine after more...

Diageo closes in on £200m Gleneagles deal

Drinks giant Diageo is reportedly “close” to agreeing a sale of its luxury more...

Beaujolais pushes for sparkling AOC

Beaujolais is trying to gain AOC status for its sparkling wines which, with it more...

International Business Development Assistant

London, United Kingdom

To be determined, based on the profile and experience of the candidate

Final call for Liberty apprentice scheme

Liberty Wines is inviting final applications for its apprentice programme, more...

Wearable technology and the data driven night out

Ed Southerden, senior planner at creative communications agency Bray Leino, more...

Tesco sales take a tumble despite price cuts

Tesco's like-for-like sales fell by 1.3% in the three months to 30 May, an more...

PR Manager

Competitive

BI offers 2014 imperial collection en primeur

Fine wine merchant Bordeaux Index is offering its clients a 10 imperial more...

Lidl hints at plans for online wine shop

UK supermarket Lidl has not ruled out launching an online wine shop, reporting more...