Here is a great way to integrate an online shopping experience into people’s offline world. Tesco, in the Korean market, wanted to become the No. 1 retailer without increasing the number of their stores. Knowing that the Koreans are the 2nd most hard-working country in the world and where grocery shopping once a week is a dreaded task. Tesco decided to bring life-like shopping to subway stations to make it more convenient for people to shop.
The virtual stores blend a mobile based shopping experience into people’s everyday lives. The virtual store displays looked exactly the same as actual stores. Only one thing was different, you use smart phones to shop. Users simply scanned a QR code with their phone, and the product automatically lands in their online shopping cart. When the online purchase is complete the products will be delivered to the customer’s door the same day.
Following this campaign, online sales increased dramatically (Nov 2010 to Jan 2011). Through this campaign, 10,287 consumers visited the online Tesco (Homeplus) mall using smartphones. The number of new registered members rose by 76%, and on-line sales increased 130%. Currently, Homeplus has become No.1 in online market and is a very close 2nd offline.
This campaign was the work of Cheil in Seoul, Korea. (thanks Alicia!)
Pure creative genius. Taking a mainstream technology such as QR Codes (yes, they are mainstream in Asia!) and wrapping it into a simple, virtual shopping experience makes perfect sense for the market over there.
What would have been amazing, is for those billboards to have been digital with touch interactivity so you could shop an entire store in a “life like” way while waiting for the train to arrive…
Love it
[...] Cette campagne a été l’œuvre de Cheil à Séoul, en Corée. (Merci @Damien et DigitalBuzz) [...]
I think perhaps what’s most impressive about this campaign is that they had very well defined objectives that contributed to their larger business and never once compromised on creativity.
It’s funny how often this gets overlooked.
[...] advertising to solve the problem. Take this recent example from Cheil in South Korea, in which a subway station was turned into a virtual supermarket through the use of QR (Quick Response) [...]
[...] The virtual stores blend a mobile based shopping experience into people’s everyday lives. The virtual store displays looked exactly the same as actual stores. Only one thing was different, you use smart phones to shop. Users simply scanned a QR code with their phone, and the product automatically lands in their online shopping cart. When the online purchase is complete the products will be delivered to the customer’s door the same day. (Digitalbuzz) [...]
Fabulous. Clever. Inspiring. Well done Cheil in Seoul.
[...] consumers to scan and bag their groceries while they shop, paying for their goods at the checkouts. Homeplus in Korea is another company that has applied this technology; however they use virtual stores in [...]
[...] codes have huge potential for offline integration. My favorite example is the Tesco virtual stores in Korea. They created virtual stores on the walls of busy places such as train platforms. Buyers can scan [...]
[...] Chile ya ha sido probada con éxito en otros países, tal es el caso de la cadena de supermercados Tesco en Korea, el cual ha implementado andenes completos de góndolas virtuales para maximizar el proceso [...]
[...] code, which is a method growing in popularity rapidly for different purposes. See for example the Tesco project. This is an example where reality and virtual reality are combined into a great new [...]
[...] code, which is a method growing in popularity rapidly for different purposes. See for example the Tesco project. This is an example where reality and virtual reality are combined into a great new [...]
[...] code, which is a method growing in popularity rapidly for different purposes. See for example the Tesco project. This is an example where reality and virtual reality are combined into a great new [...]
[...] daily commute? Will we start to see virtual supermarkets on the London Underground, as pioneered by Tesco in Korea? Let us know in the comments what changes to mobile marketing you think we will see in London from [...]
[...] codes have huge potential for offline integration. My favorite example is the Tesco virtual stores in Korea. They created virtual stores on the walls of busy places such as train platforms. Buyers can scan [...]
[...] bekannt, aber dennoch immer wieder berichtenswert ist der „Plakatshop“ von Tesco Asia, über den Konsumenten von einem „Warenregal“ auf einem Plakat direkt die Waren via QR Code [...]
[...] in the U.S. Here are two great posts from the Digital Buzz Blog on innovative uses of QR codes by Tesco and eMart in Korea. Share this:TwitterFacebookLike this:LikeBe the first to like this [...]
[...] across outdoor media, at point of purchase, at events, malls or even in sub-way stations. Tesco increased their sales without increasing the number of stores by creating virtual stores at su…, considering that where the hard working Korean may actually consider shopping as they waited for [...]
[...] has created a virtual store and they are seeing amazing results! The store has no real products on their [...]
[...] virtual shops Many retailers have used technology to create virtual ‘stores’ in highly trafficked areas like shopping centres, airports, cinemas and bus stops. This could be a poster displaying available items for sale along with a QR code, which shoppers can scan, immediately pay for and schedule the delivery of via a mobile app. Tesco has used this concept in the UK and in South Korea. [...]