According to marketing professor Laura Ehm, the use of digital technologies such as virtual reality will play an increasingly important role in wine marketing.
Virtual reality does not stop at the world of enjoyment. The industry is currently still exercising restraint, according to a presentation by Laura Ehm, a marketing professor at the 71st Palatinate Winegrowing Days in Neustadt on Wednesday. "Companies are often still sceptical about new technological developments, which means that the industry as a whole is not taking on a pioneering role in digitalisation."
Enhancing the customer experience with VR
Digitalisation offers many opportunities: For example, companies can save costs by optimising processes. "The use of digital technologies can also improve the customer experience and intensify direct customer contact."
Ehm advised keeping an eye on future technologies that could soon become part of the company's own digitalisation strategy. For example, virtual reality glasses could "digitally enrich" wine consumption in the future: "While drinking wine, the customer virtually wanders through the respective winery or vineyard and receives information about the wine and its production process," she explained. The more senses you appeal to, the greater the immersion. So you can totally immerse yourself in the virtual world while smelling and drinking real wine.
Intelligent glasses
The use of wine glasses with integrated memory chips is also conceivable for wine tastings and at trade fairs: "The glass then remembers exactly which wine has been drunk." Customers could use contactless communication with their smartphone to receive all the information about the wines they have consumed, add their own ratings and order the desired wine directly online with a click - "without any annoying paper notes". The use of augmented reality would be ideal for adding additional information to the different types of wine in an interactive form.
Source: Barfi
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