Total Wine & More Implements Machine Vision, AI to Streamline Store Operations

Total Wine & More (Bethesda, MD, USA) is working to streamline its frontline processes.

The company, which employs around 11,000 people, specializes in sales of wine, beer, spirits, and related products such as glassware and cigars. It has more than 280 stores in some 30 states, according to the Total Wine & More website.

Like so many retailers, Total Wine & More has been working through challenges to the retail industry, many of which were exacerbated by the COVID 19 Pandemic. For example, while many customers now browse and buy online via the Total Wine & More website, prior to the pandemic, browsing and buying in-store, in person, was largely the default customer experience.

“In 2019, less than 20% of our business was digital,” notes Rob DeSantos, Total Wine and More’s Vice President of Infrastructure and Workplace Solutions. “Now, it’s around 40%.”

And, as all retailers have experienced, the number and availability of employees may have decreased, but the workload has not. That means, like all retailers, Total Wine & More frontline retail associates have seen their workloads increase.

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AI-powered Tools Transform Frontline Efficiency

Over the years, Total Wine & More has worked to add technology to its employee toolkit. However, with the advent and advancement of AI, the company is taking a different approach.

Working with Zebra Technologies (Lincolnshire, IL, USA), Total Wine & More implemented a new pilot program, an AI-based technology solution in about 10 of its stores, in April 2025. The company provides in-store, frontline retail workers with hardware such as mobile computers and tablet computers, including:

·       Zebra TC22 hand-held computers, equipped with Android operating systems,  advanced barcode scanner, and 5 MPixel cameras.

·       Zebra TC52 hand-held computers, equipped with Android operating system, 5 MPixel front facing camera, and 13 MPixel rear facing camera

·        ET40 tablet computers, equipped with Android operating system, 10.1 x 8 in screen, 5 MPixel front camera, and 13 MPixel rear camera.

According to Zebra and Total Wine & More officials, the front-facing cameras are used for video collaboration and facial recognition logins, which is important since each computer is used by multiple associates. The high-definition rear-facing cameras, which mostly use ambient light, are used for such tasks as capturing proof of condition or service and scanning documents; the cameras being used for inventory tasks, then, are the rear-facing cameras.

There are limits to the image capture process, DeSantos notes. Currently, an associate must be about 6 to 7 feet away to capture an entire 6-foot by 8-foot section. At this distance, barcodes cannot be decoded, however, labels can be localized, and products can be localized and recognized.  

These devices, supported by Zebra Companion AI software, connect to Zebra’s remote servers via 5G WiFi. The software can analyze image data for pertinent information; it also includes an AI Chat Bot that can instantly provide needed information, to associates.

All hardware and software are designed and manufactured by Zebra Technologies.

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Instant information at their fingertips

Like many frontline workers, Total Wine & More associates perform a wide variety of duties, including inventory. In the past, inventory, especially, was more time consuming and error prone, as it was, for the most part, performed in an environment where interruption and distraction is frequent. While standard barcode technology made it quicker and easier to take and maintain a more accurate inventory, the new system takes it several steps farther, DeSantos says.

“Barcode scanning uses standard barcode scanning functionality to make it easier for store associates to quickly ask product questions and get a response from the Sales Agent within Zebra Companion,” he says. “In this scenario, the barcode scan acts as a prompt to Zebra Companion and brings a response in terms of product knowledge.”    

With the new system, a cloud-based system-as-a-service provided by Zebra, the associate performs inventory duties with a hand-held or tablet computer. The associate uses the computer to scan a shelf, the computer camera collects image data and transmits it, via WiFi, to a remote computer loaded with the AI software. The software analyzes the image data and instantly provides and records detailed, accurate information about the items on the shelf – what type, brand, quantity available, quantity needed, rotation dates, and more, DeSantos says.

And, the associate doesn’t have to go find someone else for information; they can pose almost any question to the hand-held computer, and the AI Chat Bot instantly provides detailed, accurate information. For example, if a customer wants to find a wine within a certain price point that pairs well with a certain dish, the associate can ask that question and the chat bot will instantly respond not only with product options, but where those options are physically located, whether in that store or a nearby store, DeSantos says.

“We are super excited to put this in the hands of our new associates,” DeSantos says. “An associate can feel confident when they can get this information instantly.”

DeSantos says Total Wine & More is currently assessing the program and has not announced plans for future expansion as of yet.