OF ALL THE CATEGORIES in the supermarket, wine is still one of the most difficult to shop. During the holidays especially, consumers second-guess their selections, wonder if they'll pair well with what they're serving, and how much to buy.
Now a new interactive experience at the shelf could minimize anxiety. Powered by quick-response codes, the program is part of Constellation Wines' nationwide holiday campaign.
Shoppers take part by scanning a two-dimensional code with their smartphone. It can be found in-store on case cards, neck hangers and bottle toppers attached to Constellation's super-premium, ultra-premium and luxury brands. The code was also included in an FSI distributed Nov. 14.
Once scanned, shoppers reach a mobile site with a party planning calculator that recommends the amount of wine one should buy based on party length, number of guests and available budget. Suggestions for specific wines based on the party menu are also included.
If shoppers don't have a scanner they can access the same resources by texting “HOST,” “WINE,” “CHEERS” or “PARTY” to 30333.
“Hopefully, it will relieve some stress during the holiday period,” said Amy Kupec, group director of promotions for Constellation.
The brand wishes to drive sales of its wine during the trial, but it won't be able to compare rates of engagement with retailer-specific purchase data, Kupec said. Instead it will track whether more shoppers access the tool at home or at the shelf level, via QR code or text message.
“It's more about what kind of engagement level we're going to get,” she said.
Another objective is building brand loyalty by empowering shoppers with a simple solution.
“The goal is to drive the memorability of the brand, but at the end of the day it's about driving that initial purchase,” Kupec said.
