Brilliant Brand Design 2.0
Tesco Homeplus supermarket in South Korea bought the future of grocery shopping to life when they opened a virtual grocery store in a subway station, encouraging customer to shop using their smartphones.
A large, wall-length billboard was installed in the station, designed to look just like supermarket shelves displaying images and prices of a range of popular products each with a QR code. Customers scan the code of any product with their phone, adding it to a virtual shopping cart. After completing the transaction, their shopping is delivered to their homes within the day. In the convenience hungry lives of city workers, the virtual supermarket both offers shoppers the gift of time, provides Tesco with retail space in a convenient gap in customers busy lives and doubles as interactive advertising. I’d love to see data on the sales rates and conversion rates of new customers as this concept looks like a game breaker to me. As brand communication campaigns look to integrate seamlessly into the lives of their audiences and give them real value, this type of concept is a must for retailers of all manner.