To enhance customer satisfaction was the primary driver for BASF to embark on the innovation journey together with SAP Hybris Labs to build a digital wine shelf. BASF, the 7th biggest wine reseller in Germany created in collaboration with SAP Hybris Labs the interactive wine shelf, which blends digital and physical experiences. It guides consumers through options based on the preferences they entered using a smartphone app. This makes for a novel customer experience and enables valuable consumer preference data to be collected. The wine shelf also acted as a showcase to inspire digital transformation initiatives.
How it works
The concept is simple. You enter your wine preferences into a questionnaire which is accessible on a smartphone. The wine shelf then illuminates to highlight the wines that match your preferences. You also get details about the matching wines on your phone, along with how well they meet your criteria, expressed as a percentage. Information gained from these questionnaires and resulting matches also provide useful, real-time insight for Marketing.
“Agility was imperative. With this way of working it was key to be able to test a concept quickly and cost-effectively. The prototype was up and running in 12 weeks at a minimal cost to the business.”Pedro Miguel Ahlers, BASF
What’s next for the interactive wine shelf concept?
The Wine shelf has attracted a lot of attention and it’s been observed that both customers and BASF employees have found using it an enjoyable experience. Due to its success, there’s a second phase planned with numerous additional features, including the incorporation of social feedback. The plan is to enhance the solution to incorporate various other disciplines and techniques such as content marketing and customer analytics, plus extending the commerce scenarios it supports.