Drync App Allows In-Situ Wine Buying
US wine app Drync has added an image-recognition feature to its existing platform, allowing consumers to scan and buy bottles while enjoying them in a restaurant or bar. Following the same principle as the hugely popular music app Shazam, it encourages wine drinkers to make a purchase in context, the moment inspiration hits.
The new feature transforms Drync – the four-year-old brainchild of Boston-based wine connoisseur Brad Rosen – from a wine review platform to an m-commerce portal, shrewdly tapping into a global wine market that’s worth $164bn a year (Reuters, April 2013). “We are focused on mobile wine commerce, enabling people to buy the wines they like at the moment they try them with their iPhone,” Rosen said.
Using a smartphone camera, the app is capable of recognising the labels of 1.7 million wine varieties from physical bottles, print adverts or images on a computer screen. More than 30,000 of these are currently shoppable on the app itself and can be shipped to customers in 41 US states. If the wine isn’t on the app’s database, users can submit it to a panel of wine professionals who will hunt it down and contact them when it becomes available for sale.
Wine producers and merchants benefit from the instant contextual commerce Drync offers. The majority of consumers who note down a particular vintage either forget to follow it up, or have trouble tracking it down (most retailers stock around 2,000 vintages on average, representing less than 2% of the wines available in a given market).
For more on smart apps enabling consumers to buy from life or print when inspiration hits, see Collaborations: Beyond the Shop Floor (publishing on Friday) and Shoppable Content: Publishing in Stylus’ Anywhere Retailing industry trend.