Blog: Morrisons takes on wine challenge with taste test tool

Wine buying, especially online, remains shrouded in mystery and many consumers still feel intimidated about making a purchase.

To counteract this, Morrisons has included a simple ‘taste test’ on its new wine site that creates a taste profile for each shopper.

Consumers answer three simple, non-wine related questions, based on what about 90% of people make their daily taste decisions around: hot drinks, salt and artificial sweetness. The answers are converted into a score that will correspond to one of four taste groups – sweet, fresh, smooth and intense. The retailer then provides suggestions based on their likely wine preferences.

Users are also invited to save their taste profile for the next time they shop – this is a great way to encourage registrations that provide the retailer with valuable customer data.

The taste test, as well as being an engaging and fun tool, could help Morrisons to convert traffic to sales.