Morrisons is to personalise its new wine website by analysing customers’ palates and offering linked recipes.

The grocer’s first eponymous transactional website – – will ask new shoppers four questions to decide what products will suit their taste, chief financial officer Richard Pennycook told delegates at the Retail Week Ecommerce Summit in London today.

Morrisons will ask shoppers who register on the site what their favourite hot drink is; whether they like the taste of salt; whether they prefer no added sugar or regular soft drinks and how much they are looking to spend.

Pennycook said from this data Morrisons will personalise shoppers’ experience on the site to recommend certain wines and link the wine to recipes. It will also offer a full refund to customers if they are not happy with the product.

The site is due to launch in the next two weeks and is a significant step at the grocer towards selling online. Morrisons last year acquired baby specialist Kiddicare and took a stake in New York online grocer Fresh Direct to gain an insight into the etail sector.

Pennycook said: “Wine is an interesting and complicated category. Customers often feel baffled and need help. By asking customers four questions we can help them with their choice of wine.

“When the site launches you can take the test. We can then match your palate to our wine so that when you land on the home page you have a bespoke offer for you and see products you will like.”

The site will also feature product photos which allow shoppers to study the wine bottle labels.

Morrisons is expected to launch further non-food categories online in early 2013 before an anticipated launch of a grocery online offer later in the year.

Rival Asda this week said it is launching a customer insight mechanism on its website which will allow it to target shoppers with personalised offers.