Casillero del Diablo Smart Shelf: standing out in the wine and spirits area.

In the competitive world of wine, the difference between standing out and fading into the background doesn’t always come from taste — it comes from the experience a brand creates at the point of sale.Recognizing this, Casillero del Diablo set out to transform its supermarket presence. In partnership with AIM Worldwide, the brand elevated in-store innovation by combining design, technology, and shopper insight through the SmartShelf project.

Challenge

The wine aisle in modern retail has become a visual battlefield.
Dozens of labels compete for attention, forcing even premium brands to rethink how they engage shoppers.

Casillero del Diablo faced a dual challenge:

1. Capture attention in a crowded and visually saturated environment.
2. Gather meaningful data about who was engaging with the brand — how long they stayed, and what drove their purchasing decisions.

According to AIM Worldwide, the objective was clear: “to highlight Casillero del Diablo products inside supermarkets in a novel and attractive way.”

Solution

The answer came in the form of an intelligent shelf header equipped with facial recognition and proximity sensors, a breakthrough innovation in the wine category.

The setup combined:

• LED screens displaying promotional videos that captured attention and conveyed the brand’s heritage and sophistication.
• 3D proximity cameras capable of detecting shopper flow, estimating age and gender, and tracking engagement duration.
• Analytical software that converted these interactions into actionable insights for marketing and retail optimization.

In essence, the header stopped being a simple structure and became a smart touchpoint — one that attracted, informed, and learned from every passerby.

Results

Turning Visibility into Intelligence

The results were immediate and tangible.
With the smart headers in place, Casillero del Diablo differentiated itself from competitors while collecting real-time data on shopper behavior.

According to AIM Worldwide, the 3D technology and facial recognition allowed the brand to:

• Track shopper habits and traffic flow in the aisle.
• Identify peak engagement times during the day or week.
• Design targeted marketing campaigns informed by live data analytics.

Beyond the technology, the project enhanced the brand’s in-store visibility, giving shoppers a modern and immersive experience aligned with Casillero del Diablo’s premium identity.

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From Design to Brand Intelligence

The SmartShelf initiative offers key lessons for brands seeking to evolve their retail presence:

1. Design attracts, but technology converts. The SmartShelf merged aesthetic appeal with data intelligence.
2. Every display can be a data source. What was once static can now deliver insights into shopper traffic, profile, and dwell time.
3. Retail spaces must learn from shoppers. Real-time analytics empower brands to adapt promotions and messaging dynamically.
4. Innovation should mirror brand DNA. For Casillero del Diablo, the mix of elegance and technological sophistication perfectly reflected its global positioning.

Conclusion: The Shelf Reimagined

The SmartShelf project by AIM Worldwide for Casillero del Diablo proves that true innovation doesn’t always happen in the product — sometimes, it happens in how the product is presented and how its impact is measured.

When a brand’s retail space doesn’t just display but also observes, analyzes, and responds, the point of sale evolves into a strategic source of knowledge and engagement.

In a market where experience defines preference, Casillero del Diablo teaches a vital lesson: in modern retail, the shelf is no longer a place to display — it’s a place to connect.

Know more about our smart shelfs.