Marketing is changing, Sainsbury's says, from broadcasting messages to seeking to influence online discussions. Speaking at Internet Retailing Expo the supermarket's digital and cross-channel
director Jon Rudoe said the role of advertising and marketing was to put a brand within those conversations rather than just talk at customers. It rolls out a new Web site next week, which Rudoe
claims will show that it "lives its values" and he also predicted there will be more digitisation of Nectar. The supermarket uses the loyalty scheme to understand the wants, needs and habits of its
customers. The chain is also investigating click and collect services and mobile scanning is being trialled in ten stores.
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