South Koreans are hardworking and hassled – so grocery shopping is considered a time-sucking drudge. The grocery chain Tesco (renamed Home Plus for the South Korean market) entered this environment lacking as many brick-and-mortar stores as its main competitor.
So Tesco went in the other direction. Instead of building more markets, it created virtual ones. The first debuted in a subway. The displays of food imitated the look of an actual Home Plus store. Each item was displayed with a QR code. People could walk down the subway platforms, scan in the items they wanted using their smartphone, and fill their online cart. Best of all – the groceries are delivered right to the buyers’ homes.
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