E-commerce takes to the streets with virtual shop windows

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Tesco , one of the world's leading supermarkets, has gone beyond virtual shop windows. After entering the South Korean market in 1999, it has tried in recent years to become the leader by outselling E-Mart , without increasing the number of points of sale. To do this, it has analysed the behaviour of the Korean consumer, reaching the following conclusions: they are a group that works all day; they do not have much time to go shopping; they are intensive users of mobile phones; they are very used to buying online. Home Plus (Tesco's Korean subsidiary) has imaginatively combined different elements of e-commerce, e-mobile and virtual shop windows to change its value proposition and create a successful business model, "bringing the store closer to the customer".

The principle is simple. The shop window and shelves are interactive. The walls of the Korean subway are covered with huge screens that represent classic shelves, on which all the products are photographed “as if we were” in a uae phone number list supermarket, so that the consumer does not lose his habits. Below each product appears a QR Code . Once the buyer has photographed the code with his smartphone and an application has scanned it, the product is automatically added to the shopping list. When the customer has finished shopping, he pays and the items are delivered to his home.

The concept is so simple that it seems logical that it exists, but until then no one had had the idea. However, this technique needs to be supported by a very well-organized logistics system at a regional level, which allows for an almost unlimited range of products and, consequently, a much wider offer.

New technologies have succeeded in making the intangible tangible. This new form of e-commerce is a means of encouraging impulse purchases, which are so difficult to achieve on a website.

The result is demonstrated by Tesco's successful strategy: a 76% increase in the number of registered users and 130% more online sales.

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