Online wine retailer Virgin Wines is partnering with Preferabli, an AI software company, to develop a modern model for advertising and shopping across email, web and mobile.

The move aims to direct each customer towards the wines they would enjoy and understand consumer preferences.

Danny Cooper, chief information and digital officer at Virgin Wines said: “Our ambition is to create a shopping journey that feels personal, intelligent, and uniquely supportive of each customer’s tastes.

“Preferabli’s industry-leading machine-learning technology enables Virgin Wines to deliver a more intuitive, relevant and confidence-building experience at every touchpoint.”

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As part of the first phase of the rollout, consumers will be sent personalised email campaigns with a selection of WineBank recommendations based on their preferred individual flavour profiles.

The online wine retailer plans to implement the personalisation functionality across the website and it app.

There are further plans for enhancements which include tools for identifying consumer preferences and presenting relevant wines.

Jay Wright, CEO of Virgin Wines said: “As the wine market becomes increasingly competitive, the ability to differentiate through personalisation is essential.

“Our partnership with Preferabli strengthens our position by enabling us to deliver a best-in-class customer experience. This supports the wider ambitions of our five-year growth strategy.”