Morrisons to offer bespoke wine range at convenience stores

By Gemma McKenna

Published: 22 May, 2014

Morrisons is making major changes to its wine offering throughout its expanding convenience arm.

The group now has 100 convenience stores, which operate under the M-local banner, and is aiming to double that number by the end of this year.

Phil Cave, the retailer's wine category manager, told Harpers.co.uk that it had harvested data from the existing stores and was using it to make changes to the wine stocked at individual shops.

"We've got critical mass now, and we're starting to get some rich data. Up to now the offering has been fairly similar [across the convenience estate] but we've done a deep dive on wine, and you'll start to see a different range based on certain different demographics."

The group has invested in new systems which should make it easier to determine customers' motivations in shopping in certain stores. Having chilled wine available has been identified as a major driver, and Cave described its widespread use of chillers in its convenience stores as "giving us a really big upside over the more established names in convenience".

Speaking to Harpers.co.uk yesterday at the retailer's tasting, Laura Sheen, who manages the group's online wine arm, said it would continue to use Taste Test in its new home on Morrisons.com, to where it is migrating its standalone wine site Morrisons Cellar. The Taste Test, which was developed by supplier Bibendum, identifies four categories of flavour, each broken down into 13 profile numbers, ranging from sweet (0-3), fresh (4-6), smooth (7-9) or intense (10-12). The idea is that shoppers find out which profile matches their preferences, and then match this to pre-numbered wines on the site or in store. Sheen said it would be "making some tweaks" to Taste Test in order to attract as many new customers to try different wines.

Cave said using Taste Test more in-store was definitely "still on the radar". Taste indicators are already provided on its own-label ranges.

Yesterday the group revealed that it plans to deliver chilled wine direct to customers' doors as part of changes to its online delivery service.

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