Rewiring the store as a connected experience
Total Wine & More had a store full of product and no digital nervous system. Working out of SapientNitro's Day of Retail program, Mø led execution of the experience design strategy for a connected retail concept that treated the store itself as the medium. Personas and journeys came first, then the touchpoints: a preference-driven mobile app, associate tablets, a wayfinding kiosk, and an interactive tasting table, built as one system rather than four disconnected pilots.
The demo proved the integration end to end. Before Total Wine executives arrived, each was asked to download and register with an app built for the experience. Walking through the door triggered a geolocation push that welcomed them by name. At the wayfinding kiosk, the screen picked up where their phone left off, recommending products from their app activity and pointing them to the aisle. Creative team members played the surrounding cast, other shoppers and floor associates, so the store felt live. When an executive asked for help, an "associate" answered with their customer profile and purchase history already open, and walked them to what they were looking for.
Every path ended at the Multitaction table, where the physical and digital finally met on one surface. Set a bottle on the glass and the table reads its visual code, surfacing reviews, recipes, provenance, and the brand's own story in audio and video, all anchored to the object in the customer's hand.
The tasting station, Total Wine & More's "analog" anchor of the connected store concept, where staff-led tastings, digital merchandising, and the recommendation experience all meet in one fixture.
The Tech
Multitaction Table
A Multitaction surface that recognizes a bottle set on the glass and surfaces reviews, tasting notes, and pairings around it. Digital merchandising that responds to a physical object.
Wayfinding
A finder kiosk that starts from the occasion, not the SKU. Price range, what is being eaten, what the night is for, narrowing thousands of bottles to a short, confident list.
Tablet
Clienteling in the associate's hands. Store notifications, inventory, and customer history on one screen so staff can answer confidently on the floor instead of walking to a terminal.
Mobile
Preference-first onboarding: what you drink, how you describe yourself, what you like. Three taps produce a taste profile that follows the shopper into the store.
The Journeys
Three shopper journeys
Becca the explorer, Mike the fill-in trip, and Steven the enthusiast. Three trip types mapped end to end, from the reason for the visit through every touchpoint the store could answer with.
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