Indianapolis-based Marsh Supermarkets is partnering with the California-based wine rating system Vivino on a retail pilot program. More than 60 Marsh stores will feature "shelf-talkers" that display Vivino ratings for Marsh’s best-rated wines.
Vivino says the partnership is the first of its kind in the country. Founder and Chief Executive Officer Heini Zachariassen says he believes Vivino can help Marsh increase foot traffic, improve customer satisfaction and sell more wine.
"We know from consumers that ratings are just as important as price in their purchasing decisions, but that information isn’t readily available in store," said Zachariassen. "Vivino can fulfill this void by partnering with retailers to help arm their customers with trusted, actionable information that will convert to more sales."
Vivino says a recent in-house survey found more than 93 percent of consumers reported needing in-store help with their wine-buying decisions.
"At Marsh, we’re passionate about customer experience and recognize the significant opportunity with Vivino to revolutionize the wine selection and buying experience," said David Kuncl, chief marketing and merchandising officer for Marsh. "By bringing the Vivino rating to our customers in stores, we’re going to be able to better serve and speak to them about wine right at the shelf, streamlining their purchasing decision process like never before."
Vivino features a mobile app in which users can scan a wine bottle label and see reviews, rankings and pricing for wine products.