Tesco:把超市开到墙上去 | 《商业价值》杂志

最近,连锁超市Home Plus(全球零售巨头Tesco在韩国的品牌)在韩国地铁中推出了一种新奇的虚拟超市。消费者不再需要专门花时间去实体超市进行购物,在等车的间隙即可轻松完成这一过程。Home Plus在地铁站台的防护玻璃墙上贴上了印有各色商品的平面海报,顾客遇到心仪的产品时,只需拿出安装有Home Plus客户端程序的手机,用摄像头对准每件商品上的二维码进行拍摄,二维码中包含有商品价格等具体信息。应用程序会将拍摄的商品放入电子购物车,顾客可以利用手机银行进行结算。此后,超市会在顾客下班以后将其订购的商品送货上门。

Home Plus的报告显示,推出虚拟超市后,公司的线上收入增长了130%;目前每天有超过1万名忠实的顾客在地铁站里完成当天的采购。虚拟超市的推出也使Tesco在不增加实体店面的前提下,进一步缩小了与市场排名第一的E·market之间的差距。

 

via Tesco:把超市开到墙上去 | 《商业价值》杂志.

An excellent idea, with keys in combining marketing with marketing research, leading to higher productivity and efficiency. But it does require trust, logistics and price inelastic attitude. Should give options to allow customers to pick from the nearest stores instead of always door to door service.

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