Home plus, Tesco’s South-Korean branch, has found an original way to take the number one position from E-mart. The brilliant idea: a virtual supermarket.
The virtual supermarket consists of real-life sized billboards that look like real supermarket shelves, where each product is displayed with a QR-code attached. Using this code, Koreans can immediately buy these items and have them delivered at home when they return from work. This way, busy Koreans make the best of their waiting time in subway stations – and they save themselves a trip to the ‘real’ supermarket.
After the introduction of these virtual supermarkets, the number of Home plus’s e-commerce users grew 76% and the total online turnover even 110%. Home plus is now – with a huge margin – the Korean market leader for online food sales.
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