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Tesco Virtual Supermarket – Using QR Codes to completely change the market

Tesco homeplus's virtual grocery store in a south korea subway station

Tesco homeplus's virtual grocery store in a south korea subway station

This is a complete game changer. You have to understand that South Korea is ahead of Europe on take up of smartphones. The percentage of passengers with the right equipment and the understanding to use it correctly makes this workable. For this to work with the success experienced in South Korea it would take our mobile market to mature in my opinion.

image of a shoppers adding items to their online cart by taking a picture of the corresponding QR code

shoppers add items to their online cart by taking a picture of the corresponding QR code

The campaign was designed by the seoul branch of advertising agency cheil for tesco homeplus supermarket and created virtual grocery stores in south korean subway stations. Users shop by scanning QR codes on their smartphones. So no rent, you can open in new location with ease and even focus to your market, say putting baby supplies on a poster outside a nursery, or health foods outside a gym etc.
A large, wall-length billboard was installed in the station, designed to look like a series of supermarket shelves, displaying images, prices and a QR code. Purchasers scan the code of any product they would like, thereby adding it to their online shopping cart. after the web transaction is completed, the products are delivered to the user’s home within the day.

A shopper scanning a QR code

A shopper scanning a QR code

This convienience store (in every sense) makes productive use of commuters’ waiting time although in rush hour it could be an issue! It also saves them having to go to the supermarket. But most importantly for Tesco it’s a great way to convert customers from your competition. If they can use their waiting time to shop with you, they’re not shopping with your competition. The little film below explains the project. It’s a bit corporate but the key facts are impressive. Due to the lack of understanding of QR Codes within the UK’s general population, I feel it’s success would be limited but in the future I can see it having real benefits.

Would you use such a store? Would it be more convenient for you? Do you see the benefits or would it be too much hassle while waiting for a train? Let us know?

Filed under: Design, marketing, Posters, QR Codes, , ,

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