Specialty wine retailer applies data to new channel

Wine Riot, an online resource and event creator for wine aficionados, is entering the brick-and-mortar space with some analytical assistance.



Created by Second Glass, a Boston-based wine event provider, Wine Riot provides online data about wine and also serves as a digital platform supporting in-person wine tasting events and exhibitions. As the company prepares to open its first physical store in Boston, it is deploying the RetailNext analytics solution.



"Wine Riot continues to be committed to helping people have fun while feeling more educated and informed so they can feel more confident in their wine purchasing decisions," said Morgan First, co-founder and CEO at Wine Riot. "Integrating RetailNext into our first-ever physical store location will deliver the customer insights that allow us to create the most ideal wine education and shopping experiences, while at the same time testing new concepts like we do online and at our Wine Riot events, all with the intention to deliver joy and inspiration to our ever-expanding U.S. wine market."



The brick-and-mortar customer experience is distinct from the online customer experience, or even the experience of an in-person event or exposition. There are unique challenges in providing and placing the optimal product displays, assortments, aisle and shelf layouts, signage, checkout lanes, and numerous other store features. Leveraging advanced analytics will help Wine Riot ensure it maintains the qualities that have allowed it to succeed digitally while also integrating the components necessary for in-store success.