UK. Supermarket giant Tesco and airport media company Eye have launched what is claimed to be “the UK’s first interactive virtual grocery store” in London Gatwick Airport North Terminal. The concept builds on an initiative developed by Tesco in South Korea last year, as reviewed in The Moodie Report e-Zine in October.
Using interactive digital displays developed by Monster Media in partnership with Eye, the Gatwick virtual store allows customers to view a range of about 80 grocery goods by scrolling through animated screens by hand.
By scanning the barcodes using smartphones, shoppers can add their chosen products to their online baskets, book a home delivery slot and pay. Their shopping will then be delivered when they return home. Staff will be on hand from 6am-9pm to provide assistance where necessary.
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Customers can choose from a range of 80 items |
To use the virtual store travellers need to download the Tesco app from the App Store, Google Play or Android Market, and to register with Tesco.com.
Tesco Internet Retailing Director Ken Towle said: “Our business in Korea is teaching us a lot about how customers and technology are transforming shopping. It gives us a unique window into the future and the chance to try out exciting new concepts.
“The virtual store blends clicks and bricks, bringing together our love of browsing with the convenience of online shopping. It’s a chance to showcase what we can do to the 30,000 people a day who will depart from Gatwick’s North Terminal, many of whom will need to fill their fridges when they get home, and we’re looking forward to hearing what they think.”
Tesco.com Senior Marketing Manager Mandy Minichiello said: “As a busy working mum of two, I know that planning holidays can be stressful. The last thing you want is an empty fridge when you get back. When we came up with the idea for the virtual store at Gatwick, we really wanted to provide a helpful service for busy families.
“You can book a delivery slot up to three weeks in advance, do a full grocery shop while waiting for a flight and it’ll be delivered to your home when you get back.”
Eye Business Leader Catherine Morgan added: “Customers’ lives are increasingly busy. Success for retailers depends on delivering convenience and moving with the times. By 2016 90% of all mobile phones will be smartphones.
“Tesco offers passengers jetting off from Gatwick North the ability to browse virtual fridges and shop. They can book a delivery slot up to 3 weeks out and their order will then be delivered when they return from holiday – no more getting home to an empty fridge. This is a great example of DOOH [digital out-of-home] technology delivering a real benefit to the end user rather than using technology for technology’s sake.”
NOTE: The Moodie Report recently announced the launch of ‘The Moodies’, the world’s first airport digital, mobile and social media awards. Click here for more details on how to enter.
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Mobile technology is playing an increasingly important role in the retail industry |
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