Commuters could soon be able to do their shopping on the way to work while
waiting for a train on a station platform. A 'virtual supermarket' consisting
of posters of shelves stocked with goods pasted on platform walls is set to be
introduced at London Underground stations.
Passengers 'shop' by scanning QR - Quick Response- codes of the items they
want to buy using their smartphones. These goods are later delivered to their
Supermarket giant Tesco successfully trialled the hi-tech store in a South
Korean subway station and there are now plans to bring the concept to Britain.
Irene Lam, spokeswoman for Cheil Worldwide, the global marketing agency
that helped develop the store, said: 'In Seoul, everyone is glued to their
'Online shopping is a given and everyone is extremely busy, working very
long hours. So this concept absolutely made sense.'
Last month, Tesco's Korean arm Home Plus transformed Seoul's Hangangjin
Station into a 'virtual supermarket' by pasting posters of stocked shelves onto
The trial boosted the retailer's online sales by 130 per cent and online
members by 76 per cent, claimed Cheil.
Trade magazine The Grocer reported that the trial was so successful that it
is now being extended to other Seoul subway stations next month, with a view
torolling the format out across South Korea within two years.
And now the futuristicshopping experience is coming to Britain, according
'The time is absolutely right for this in the UK,' said Simon goodall,
director of strategy at Saatchi &Saatchi X.
'This isn't about specific places - subway stations or whatever. This is
about bringing the store to the people if the people won't come to the store.
'It will be down to individual retailers to think about how this can work
for their brands.'