Firm taking social media to shoppers in store aisles

You’re navigating the supermarket aisles, list in hand, when messages start popping up on your cell phone.

“Did you notice our special today on fresh asparagus?”

“Here’s an e-coupon for that brand of yogurt you like.”

“Would you like to know some of the new products your friends have tried?”

Spooky, huh? John Andrews acknowledges that, even though it’s a part of his line of work these days.

“It’s very Big Brother, it’s kind of scary, but you know, if you’re willing to make my life easier ....”

The former head of emerging media at Wal-Mart Stores Inc., Andrews now runs Collective Bias in Bentonville, a division of Mars Advertising Inc. He is betting that ...