Spirit shoppers in Sainbury's v2

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A 2010 look at spirit shoppers in Sainbury's, I pointed out the need for a brave approach to spreading shopper triggers out and around store, using both Wi-Fi and ontrade activity. Tesco have this month announced they will be rolling out free Wi-Fi across its stores. Also the recent award winning Tesco work in Korea that used QR code shopping in the Metro is a great example of multi-point shopper marketing

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  • Be brave and link the shopping experience into the real life of consumers – use the on trade as the best sampling channel and barstaff as the advocates of brands. Reward ‘use tonight’ shoppers with lifestyle rewards like SpotifyEvery shopper in store has a screen in there pocket, with in store Wi-Fi and QR or location check-ins -you could reward browsing (as well as purchase)
  • Spirit shoppers in Sainbury's v2

    1. 1. 1<br />Autumn 2010<br />1<br />
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    10. 10. 10<br />10<br />Photos & Imagery shown for illustration purpose’s only, no rights assigned. Sourced; authors own, Flickr.com & Socialweb.com<br />
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    22. 22. 22<br />Philip Slade<br />Open sources used in compiling this report, <br />all published 2010 unless indicated:<br />Sainsbury’s July AGM <br />The Future Company - ‘The new normal’<br />Nielsen - The Spirits Report <br />Diageo - Investors Conference & Presidents briefing<br />Millward Brown Optimor - ‘100 most valuable brands’<br />Kantar Wordpanel - British Spirits<br />YouGov/SixthSense - Changing attitudes to alcohol<br />Institute of Alcohol Studies - Drinking in Great Britain<br />British Beer & Pub Association - The Truth May Hurt<br />Centre for Value Chain Research - Shopper insights<br />GMA / Deloitte - Shopper marketing report<br />Security.honeywell.com - Sainsbury’s Case History<br />TNS/Kantar - Global Digital Life<br />Joseph Rowntree Trust - Drinking Trends 2009<br />Deloitte Touche Tohmatsu - Exploring the Third Dimension 2009<br />The Store WPP - The Sky Did Not Fall 2009<br />Store visits London x4 Superstores x3 Connivance<br />+44 7956 685 615<br />Homeslade.com<br />philip@homeslade.com<br />Photos & Imagery shown for illustration purpose’s only, no rights assigned. Sourced; authors own, Flickr.com & Socialweb.com<br />

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