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