Following the success of Tesco’s virtual stores in Korea (known as Home Plus), where they covered train station walls with pictures of produce laid out as they were on shelves in a real life store allowed commuters to add items to their online shopping baskets via QR codes, they have now launched it’s first UK version in Gatwick Airport.
The Korean Virtual Store:
Tesco have now used the same idea in Gatwicks North Terminal. The virtual stores are displayed on interactive advertising displays, which allows user to scroll through a virtual fridge and add items to their shopping basket by scanning the related bar code. Order can be placed up to 3 weeks prior to delivery with the intention that customers order there basic food shop while in the departures terminal ready for when they return home from their holiday and in doing so, avoid that annoying need to go the the supermarket to restock your fridge after their fridge.
Ken Towle, Tesco Internet retailing director:
This isn’t just about moving customers from using one channel to another it’s also about attracting new customers. Online is becoming increasingly important. We are responding to the wider use of smartphones as there’s a huge amount spent online via mobile. It’s another way of providing customers with access to Tesco.
The virtual fridges are on a 2 week trial with a views to do a fuller roll-out if consumers embrace this new shopping method.