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Morrisons unveils wine website in UK

DBR Staff Writer Published 08 November 2012

Morrisons, a UK-based chain of supermarkets, has come up with a new website morrisonscellar.com to help consumers find wines and increase its wine sales by £100m.

When compared to its physical store, the online transactional store can stock as many as 1,000 wines for users to purchase and also features a Taste Test technology developed by Bibendum to find out customers choice of wine.

The Taste Test technology throws a series of questions at users related to their likings and disliking about different food stuffs and based on the results the website advises wines to the customers. The retailer also plans to introduce the Taste Test technology in its stores across the UK in 2013.

Morrisons strategy partner Simon Harrison said their new website is completely different from other companies' websites that offer wine sales.

"The initiative was developed in response to a 10,000-strong survey in which the nation's wine drinkers explained their frustrations with the way wine is currently sold in the UK - we've listened to this and put into action the learnings," Harrison added.

Morrisonscellar.com will offer wines in by-the-case model with minimum order of six and will provide free home delivery throughout the UK.