J Sainsbury : Inviting innovation

A dedicated supplier site is used to attract new or innovative products.

The Site

J Sainsbury, one of the UK’s leading supermarket groups, has a mini-site dedicated to attracting new food product ideas from local suppliers. The site, supplysomethingnew.co.uk, addresses itself to “creative food producers” and has a detailed step-by-step explanation of the development process from submitting an idea to selection, induction and support of suppliers.

Application forms are readily available in downloadable Word and PDF versions, and can be returned via an e-mail address on the site or by post. Other content includes case studies of successful applicants, FAQs, a forums calendar and a ‘Tell a friend’ e-mail feature. However, the site is accessible from the main J Sainsbury website only from its Our websites utility and does not show up in a search for ‘suppliers’.

The Takeaway

Sites or sections tailored to a company’s potential suppliers are still something of a rarity, but J Sainsbury takes the concept a step further by focusing its mini-site on attracting new or innovative products to its supermarket range. Rather than give producers information about what it buys and how they can bid for contracts or get on an approved supplier list, Sainsbury pitches its appeal at local suppliers with something different to sell and the ambition to find a wider market for it. Content therefore aims to show Sainsbury as a supportive partner and not merely an outlet, and is geared to harvesting applications.

Showing support for local producers is a hot issue for UK supermarket chains, so the site also has marketing/PR value for Sainsbury with consumers. However, the opportunity both for this and to pick up new product ideas/suppliers is seriously diluted by the poor visibility of the mini-site.

First published on 25 July, 2006