Sainsbury’s eyes mobile and TV integration

Sainsbury’s is mulling a mobile initiative that integrates its TV advertising and video content with smartphone technology to drive shoppers in-store with rewards and offers.

It would integrate TV advertising, smartphone, GPS technology and Sainsbury’s Nectar programme in a bid to drive engagement and bring shoppers into stores.

An app would recognise the audio and video content in its TV ads and make it interactive to unlock vouchers to redeem in store.

When the voucher is then redeemed in store, the shopper would be further rewarded with 100 additional Nectar points. Once in store, the shopper could then be directed towards specific offers or products in store tailored according to the individual’s previous purchases to receive additional discounts, or loyalty point bonuses.

Mobile agency Untaptv presented the project at OgilvyAction’s Retail Lab Day.

A Sainsbury’s spokesperson said that the supermarket does not comment on rumour and speculation of this kind.

The supermarket has this week rolled out a mobile optimised site for its online grocery business in a bid to increase sales from mobile devices. It has offered transactional apps and a mobile site for its non-food business since 2010.

Honda launched what it claimed was the first ad to allow content to “jump” between TV and mobile devices last year a part of a campaign for its Jazz model.

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