How could a chatbot enhance the wine buying experience?

A man's hands holding a bottle of wine and a phone, which he is using to scan the bottle whilst shopping

Delhaize are a leading Belgian grocer operating supermarkets, convenience stores and ecommerce across Belgium and Luxembourg. Delhaize were looking to explore how chatbot capabilities could enhance the wine-buying experience for their online customers as part of their digital growth plans for the wine category.

In a matter of weeks, we identified a set of user needs and target customer segment for the MVP chatbot, and created a user flow to guide customers through their wine selection journey. The chatbot is now live on the Delhaize site, driving engagement and wine conversion.

Capabilities
  • Business & digital strategy
  • Design & experience strategy
  • Digital product design
Example activities
  • User research & journey mapping
  • Competitor research
  • Information architecture review
  • UX & UI design
Our top takeaways
  1. 01Discovering what’s important
  2. 02Moving fast to test and learn

Discovering what’s important

Rapid immersive research

To understand how a chatbot could drive real engagement, we rapidly immersed ourselves in primary and secondary research across the wine purchasing journey. We met with wine experts, visited local specialists, explored online forums and more in order to ensure that our solution focused on solving real customer needs.

Mobile screenshot of a browser with the Ahold Delhaize ecommerce website with the chatbot collapsed, in the wine and sparkling section
Mobile screenshot of a browser with the Ahold Delhaize ecommerce website with the chatbot expanded and a series of Wine questions and answers
Desktop screenshot of a browser with the Ahold Delhaize ecommerce website with the chatbot expanded showing Wine options, in the wine and sparkling section
Wine is a very important category for Delhaize so it is vital that we provide the best possible user experience. This Place brilliantly helped us achieve this through their design of a very helpful and simple-to-use tool for our customers.
Group Digital Product Manager
Ahold Delhaize

Moving fast to test and learn

A live product to learn from

With the ambition of quickly understanding if and how a chatbot could add value to the wine purchasing journey, our goal was to move fast to enable a quick launch. Our MVP design - informed by rapid user and market research - focused on a set of commonly identified wine purchasing missions. Now live, the chatbot provides a platform from which Delhaize can continue to innovate, informed by real user feedback from the in-market MVP.

Desktop screenshot of a browser with the Ahold Delhaize ecommerce website with the chatbot expanded showing Wine options, in a wine detail page
Desktop screenshot of a browser with the Ahold Delhaize ecommerce website with the chatbot expanded and focussed showing Wine options, in the wine and sparkling section
Mobile screenshot of a browser with the Ahold Delhaize ecommerce website with the chatbot collapsed, in wine detail page
Photo of a man using T-Mobile GLUE on a computer
More work

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