tesco virtual supermarket in a subway station
tesco virtual supermarket in a subway station
jul 06, 2011

tesco virtual supermarket in a subway station

tesco homeplus opened a virtual grocery store in a south korea subway station, where users shop by scanning QR codes on their smartphones

in a campaign designed by the seoul branch of advertising agency cheil, tesco homeplus supermarket opened last fall a virtual grocery store in a south korea subway station, permitting users to shop using their smartphones.

a large, wall-length billboard was installed in the station, designed to look like a series of supermarket shelves and displaying images and prices of a range of common products. each sign also includes a QR code. users scan the code of any product they would like to purchase, 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.

the strategy makes productive use of commuters’ waiting time, while simultaneously saving shoppers time spent going to the supermarket.

video footage documenting the concept and actualization of the virtual supermarket

tesco virtual supermarket in a subway station shoppers add items to their online cart by taking a picture of the corresponding QR code

via dvice

  • Great idea – I love it!! I would use something like this if were available in our part of the world – no item stock becomes someone elses problem, along with standing in ridiculous queues once a week shelling out hard earned money.

    Michael - CPT, SA
  • fix the email button

    doesn’t work

    god's son
  • Great advertising is had with great market research. This works in South Korean but may not work in USA. In America, the stores are larger and more selections. The expectation of large selections may not make this approach right for citizens in America.

    Felix – a digital storefront would make more impact in the states.

    [url=http://anthony-morgan.blogspot.com/p/100-reasons-to-use-google-adwords-to.html]Anthony Morgan[/url]

    Ad Agency
  • How about a digital storefront, so merchandise can be updated on the fly?

  • Mantra – I imagine it’s to replicate actual shelves more accurately. You never see items stacked in one row in real supermarkets – this way it creates a comfort and familiarity, as well as making products easier to spot. If every row was a separate item, it would become cluttered.

    Christine – agreed. Not sure I would ever use it myself, and certainly not for buying meat etc (I prefer my local butcher) but this is finally a decent use of QR codes

    David – not always easy to make more stores. It costs a lot of money for one thing, and you can’t always get the space you need. This way they can ramp up sales without the expense of an actual store.

    Chris - Isle of Man
  • whether you think it’s stupid or not, it’s an obviously ingenious marketing ploy that actually WORKS.

  • Top pic, seems odd they have 2 or 3 copies of each item.
    Are there not enough choices so they have fill the space with duplicates, or does this represent the available stock?

  • I think that it would be super convenient for over-worked city dwellers to be able to shop while they wait for their train and to have their groceries arrive when they get home from work.

  • so its pretty much like shopping online…. but with huge posters? Sounds pretty stupid to me. Just make more stores.

  • i’m not sure I would use such a service. getting out to the supermarket is an enjoyable experience and allows me to touch and feel the products. plus it allows for getting out of the house, getting a little walking and mingling with neighbors. this just seems like another way to get people isolated from each other. i’m not liking it.

    Mark - Las Vegas NV

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