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Brief Published: 12 Mar 2018

Lidl Launches Digital Wine Sommelier


German supermarket chain Lidl has launched a new Facebook chat tool that can assist customers with choosing the right wine to pair with their meal.

To access the bot, dubbed Margot, consumers head to the Lidl Facebook page and click 'send message'. They then select from food-pairing advice, a wine finder, or an educational wine quiz. For the first two options, the user types in what they are looking for, for example a wine to be paired with a particular dish or a variety from a specific region. The chatbot then picks up on key words such as foods, grape varieties, countries, colours and even emoji, subsequently suggesting wines from Lidl's wine selection.

Alex Murray, digital director at Lidl UK, said: "Margot will ensure choosing the right wine is never a daunting process, and we hope this service – along with the existing in-store and online information we already provide – encourages customers to discover the perfect wine from our curated range."

For more on how supermarkets are using technology to create an interactive and seamless experience, see Future Supermarket Strategies, The Mobile-First Supermarket and EuroShop Follow-Up: The Tech-Powered Supermarket.