Top marketing campaigns and news: October-November

Selfridges gets robot bartender operating in the basement

At the other end of the retail spectrum, upscale department store Selfridges has unveiled its new bartender – a robot called Toni, which it claims is the world’s first automated cocktail maker.

The retailer says the new bartender from Italian smart tech company, Makr Shakr, is set to liven up the shopping experience for retailers at its flagship store on London’s Oxford Street, by allowing users to experience smart technology while shopping. It is part of a collaboration with drinks giant Bacardi.

The Makr Shakr has two mechanical arms that can prepare and serve cocktails in seconds – whether shaken, stirred or muddled, which shoppers can choose via a mobile app. The app allows them to swipe through a list of pre-made classic cocktails and mocktails recipes, or they can create their own customised cocktails.

It is currently on show in Selfridges new 200 square metre lower ground floor expansion, which is devoted to smart tech. Emanuele Rossetti, CEO of Makr Shakr, said consumers will become mixologists themselves via the Makr Shakr app.

“This way, people will leave the store with a drink and a lasting experience,” he said. Makr Shakr was launched in 2014 by Carlo Ratti Associati before being spun out as an independent company.

Other robo-bars can be found in Las Vegas, France, and Italy.

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