1 to 1 Media — "Case In Brief: Wine.com Makes Personalized Shopping Recommendations"
Choice is great, but at times it can also be overwhelming. Wine.com’s customers, who are not oenology experts, felt confused when they went to the site to buy wine. With such a wide selection of vineyards and varietals, they sometimes found the process of choosing a bottle unwieldy.
To further compound matters, about half of the wine retailer’s customers buy gifts when they visit the site, says Cam Fortin, Wine.com’s director of business development. This statistic added pressure on the company to help customers make the right choice.