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Web 2.0 at the supermarket

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Two items that are kind of related.

The first, especially for fans of tagging and social media, is the witty Supermarket 2.0 video above [hat tip Gabriel Mansour via Facebook]. And yes, the apples are del.icio.us.

The second is less ambitious perhaps, but it’s no joke. Canadian grocery chain Loblaw has introduced “user-generated content” in the form of customer reviews of its President’s Choice house brand products.

Mediacaster reports that the reviews are used for online and offline promotion:

The campaign started by promotions in its December Holiday Insiders Report and outfitting employees in 135,000 t-shirts encouraging shoppers to “rate our products at pc.ca”. The results were so positive that Loblaw now features review content prominently in seasonal Insider Reports, weekly flyers, in-store signs, and online…

Loblaw is Canada’s largest food distributor. Its consumer rating technology was supplied by US firm Bazaarvoice.