Shopper media and innovation expert Ethan Goodman discusses piloting a voice assistant to help shoppers choose whiskey in a NYC wine and spirits store

How can in-store tech help deliver a frictionless customer experience—especially in cases where shoppers might not know exactly what they’re looking for? As voice assistants become increasingly present in homes, companies are beginning to explore retail applications.

For a podcast on seamless retail, PSFK founder and editor-in-chief Piers Fawkes spoke to Ethan Goodman, a marketing technologist at The Mars Agency, who has been testing the use of voice interactivity to help shoppers choose whiskies at a New York wine and liquor store. Ethan describes the project and how the user experience has played out so far in this extract from their discussion.

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