Survey exposes unprecedented change in wine retailing

4. New selling models

4 Wine in BlackAccording to Halstead, this emerging off-trade theme is built principally online and concerns the use of technology to change the purchase process.

Halstead recorded the development of flash sales sites for wine as well as the growing use of the Click & Drive collection service among French supermarkets.

It can be “stripped down to keep the price low”, or “wine as an experience”, he said, referring to the different uses of new technology to facilitate retailing.

As an example of a “new selling model”, he drew attention to German online flash sale site called Wine in Black, which has a limited range but gives plenty of online detail about each wine, and as many as 21 different picture files for each sku.

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