Largest food chain in the UK, Tesco also operates 280 stores in South Korea where it holds a solid #2 position.
But in a country where mobile is king and smartphones ubiquitous, the retail champion of “convenience” needed a breakthrough to dominate in e- and m-distribution.
The shopper insight they leveraged is universal, but particularly acute in hectic Korea – shopping is a drag, takes too much time in crowded stores, and its a pain to haul back groceries through an over-populated public transportation system.
Their idea – set up a virtual shop in Seoul’s subway stations, with life-size replicas of Tesco’s most popular aisles, powered by QR code e-shopping. Point and scan your chosen products with a smartphone while you wait for the next train, pay with a click, and your virtual shopping cart will be waiting at you door by the time you get back home.
50% BREAKTHROUGH RETAIL MODEL, 50% BUZZWORTHY ADVERTISING STUNT.
The result is 100% genius! Watch the video to see more.
Of course, the tiny flaw there is the space and number of billboards it would take to replicate a full-size store with this system, but hey… Every Little Helps, right?