Saturday, March 17, 2012

Tesco: Brings the store to you

Ambient marketing meets mobile commerce. This award winning marketing campaign from Tesco ( Homeplus in South Korea) brings the store to super-busy Koreans during their commute, allowing them to shop with their smartphones.

They just need to scan QR codes on displayed virtual goods on the subway walls and add them to their basket. The items are then delivered to their homes as soon as they are back. The technology here is nothing new. QR codes have been around since the 90’s and have been used on smartphones for several years. Online grocery shopping services have also been available for over a decade. But its the first time that someone thought of putting the two together to deliver customer delight by saving consumer's valuable time.

The service was extremely popular and was used by more than 10,000 people over the course of this campaign. The company saw online sales grow by 130% after the trial, with new registrations up by 76%. Tesco hasn’t yet disclosed if subway shopping will be incorporated into their regular services. But judging by their success, it’s likely that at the very least the idea will be tried in other cities around the world.
This innovative campaign also won the coveted Media Grand Prix for Cheil Worldwide Seoul, Tesco's agency, at the Cannes Lions International Festival of Creativity last month.

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