Diageo's Virtual Bartender Popular With Customers
Diageo North America is seeing results from its embrace of in-store computer technology as customers at more than 500 liquor outlets in 38 states can bring their cocktail and party questions to the Norwalk company’s Virtual Bartender.
Virtual Bartender is an interactive touch screen kiosk designed to help shoppers plan their social events, providing them with tips on drink recipes, how much to buy and myriad other party planning advice, Diageo spokeswoman Zsoka McDonald said. The slow economy has caused people to rethink how often they go out for drinks or dining and instead entertain at home, she said.
“People want information for dining at home. They can interact with the Virtual Bartender. The lull in the economy has made retailers more interested in having them in the store,” McDonald said. Customers can print out information or send e-mails to their home computers.
The Virtual Bartender is a popular stop at Bill Berkoff’s BevMax store on East Main Street in Stamford.
“My customers love to use it. It’s a wealth of information. The Virtual Bartender is amazing,” said Berkoff, an early adopter of the technology. “We were the first in the state to get it.”
He said the system has been updated since it was installed about two years ago, and the video now is high-definition quality.
While the technology is another way for Diageo to connect with customers, it could have ramifications for package store operators, particularly those who have small stores where they emphasize personal customer service, said Kevin Coupe, editor of www.MorningNewsBeat.com, a Darien-based Web site for the retail and food industries.
“Customer service is a big advantage they have over the big stores,” Coupe said, adding that store operators who have the kiosks still must make an effort to interact with customers on a first-name basis.
The kiosks can make party planning easier for customers, but Coupe said they eventually may be supplanted by companies providing the same information on smartphones.
