Branding specialists Holmes & Marchant International has designed in-house wine departments for Marks & Spencer stores in Oxford and Tolworth.
Launched last Tuesday, the new outlets will be within existing stores but will have new layouts and equipment. “Our aim is to make a visit to an M&S wine store a thoroughly enjoyable experience for those who want to find out more about wine,” explains M&S Wine project manager Sue Ormerod. An M&S spokeswoman says: “the whole way to buy wine will be different.”
“We did extensive research and consumers highlighted country, colour, case and price as the most important elements. We are also using lots of photography to make it more interesting,” she says.
A further 50 M&S stores will have the new wine shops by April.
“We intend to provide the most inspirational wine shop experience in Britain. Our future customers should feel exhilarated by a visit to our stores and will be given a growing package of innovations and extras unmatched by any other wine retailer in the UK,” adds Ormerod.