Tesco Labs and ribot are both passionate about driving change to improve the lives of customers. The customer is at the heart of everything we both do. ribot innovate through the use of technology, behavioural psychology and design to build great products. The Tesco Labs team are building a culture of innovation and focussing on serving their customers a little better every day. Wherever, whenever and however they want to shop with Tesco.
Together Tesco Labs and ribot have created an innovative experiment that will assist customers to choose a great bottle of wine, every time. The Internet of Things shelf concept lights up to help customers navigate the complex category of wine in the supermarket aisle. You can come and try the prototype at RBTE on 8th & 9th May 2017 with ribot at stand number 1107.
Tesco Labs is currently investigating ways in which the Internet of Things can help enhance its customers’ shopping journey; something which Paul Wilkinson, Head of Technology Research at Tesco Labs will be discussing in his Keynote in Theatre 2 on the 9th May at 10.30. Tesco launched on web platform IFTTT [If This Then That] earlier this year as a significant step along the road to using Internet of Things (IoT) technology to help automate certain elements of internet shopping in the UK. The creation of an IFTTT channel has allowed the retailer’s shoppers to devise shopping-related actions based on certain triggers, as well as expanding the channels through which they can shop, as IFTTT is now available through both Amazon’s Echo and Google Home.
Just how do you select a good bottle of wine?
ribot first started working with Tesco Labs back in 2009, when they designed and built the first Tesco grocery shopping app. During that time, they worked with the team at Tesco Labs, who had identified an area in which they wanted to improve the shopping experience for customers. How could we help customers navigate the complex category of wine, beers and spirits in the supermarket aisle? How could we simplify choice for Tesco customers?
As part of the ribot innovation process, they interview and observe customers and create personas based on core segment types. Their findings showed that wine, spirit and beer selection is still a mystery for many. They wanted to discover if there was a simple way to educate customers about wine and to encourage wine exploration.
ribot’s goals for this project were to educate customers about wine choice and make the whole experience more personalised, inspiring, engaging and fun. The solution should also help users discover the wider Beers, Wines and Spirits range and could create more engagement and dwell time in the Beers, Wines and Spirits department.
They looked at possible solutions to the problem and worked through a process of innovation in order to create a prototype.
In summary, the people they observed and interviewed in the study tended to choose whatever was on promotion, something they were already familiar with or what they saw or knew someone else had chosen.
So how could choosing the perfect bottle of wine be made both easier and more fun?
As part of the innovation process they looked at possible solutions to solve this and asked some key questions:
– How can we simplify wine choice and make it both simpler and more fun?
– Can we use the Internet of Things to help solve this problem?
– Can we encourage customers to explore more and make better wine choices?
The ribot team mapped the user experience and generated a number of ideas using different creative techniques, then chose a preferred solution to prototype and build as a proof of concept.
A key part of the proposed solution was to enable users to select wine by pairing it with food they plan to eat. Everyone eats! Using food first is a more approachable way of accessing wine (or beer, cocktails or spirits!). It felt like a natural platform on which a customer could base an exploration of wine and make an educated, inspired and confident choice. The proposed solution – Arcohol – was to build an interactive wine shelf, helping users discover a personalised range of wine options providing both inspiration and education.
The prototype itself is a simple shelf connected to an app launched on a tablet at the point of sale. Customers can use the prototype to select the type of food they plan to eat, using food icons in the prototype app. This simplifies choice.
The proposed solution also lets customers filter choices by region, colour, grape and price. The app includes handy tasting notes that use keywords customers can recognise and associate with. Suggestions are made based on flavours that will complement the food. Wine suggestions shown on the app correspond to LED lights on the shelf. These light up, guiding the customer to make their final selection.
The psychology behind the solution
The prototype allows the user to narrow down options available, based on what they plan to have for dinner. This both limits choice and provides an element of closure. The LED lights on the shelf help create a helpful contrast, displaying the products that suit you and those that don’t. Items that stand out from their peers are more memorable to customers.
The tasting notes in the app are brief and use keywords that will help users identify the types of wine they might like, the Speak-Easy effect. There is enough information given in each description to enable users to make a confident choice about the wine.
The prototype app works with the interactive shelf using LED lights to highlight the chosen wine. The LED lights bring a sense of fun and theatre to proceedings. The prototype could be extended to mobile and could be personalised to work with Tesco Clubcard. Both the tasting notes and LED lights on the shelf arouse the interest and curiosity for users. The whole concept is fun and users remember choosing their perfect bottle of wine this way.
ribot are in the process of testing user reactions to the shelf and installing an improved prototype at the Tesco Labs HQ. For a chance to see the interactive wine shelf in action, visit stand number 1107 at RBTE, London Olympia on the 8th and 9th May.
To find out more about how Tesco Labs are working with the Internet of Things, join Paul Wilkinson, Head of Technology Research, for his keynote session on 9th May at 10.30 in Theatre 2.