Net Heads

According to Nick Adderley, the head of marketing for Sainsbury’s e-commerce division, the future of bricks-and-motar businesses lies in the potential of the Internet and other new media channels.  In other words if retailers are to succeed in the 21^st Century they need to move with the times and embrace the technology options available to them.  Adderley advises that a company’s e-commerce strategy should complement and add value to their existing brands, rather than creating a new direction for them.  He sees the greatest asset of online services is in their ability to save consumers valuable time and make their lives more convenient.