Innovations Pick – Virtual Grocery Store in Subway Stations

When South Korean grocery chain Tesco Supermarkets made the decision to rebrand themselves as “Homeplus,” they needed to make a big splash to get the word out.  They accomplished this by adding shelve displays to subway stations that essentially converted them into virtual stores.  Consumers were able to scan various products via QR codes on their mobile devices, pay online, and have the items dropped right on their door step.  The clever execution increased online sales by 130% between November ’10 and January ’11.    We’re going to assume there was a cell/internet signal in those stations – an important ingredient needed to pull this off.


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