Thursday, November 15, 2012

Let the store come to the people

Credit: Mathem, Stockholm Central Station
MatHem.se, the leading e-grocery company in Sweden launched a virtual food store in the Stockholm subway station Östermalstorg in 2012, where curious commuters could test shopping with their mobile phones by scanning  relevant barcode to order different products from a virtual shopping display. Later on the company also opened virtual food stores in Gothenburg and Malmo.
The idea was copied from South Korea, where Tesco Homeplus in 2011 launched the world’s first virtual Homeplus Subway Virtual Store in Seoul. The store was the result of further development of the advert concept created by Cheil Worldwide, that won the Grand Prix and the International Festival of Creativity held in Cannes, France in July 2011.

Credit: Mathem, Östermalms subway station, Stockholm
The growing trend in Smartphones in South Korea means that virtual grocery shopping is even more accessible and convenient than ever before. Tesco Homeplus found out that virtual grocery shopping is most popular amongst 20 to 30 year olds, and the company is opening new stores close to a local university and other pedestrian areas. In 2012 Tesco Homeplus expanded the trial of its virtual stores to more than 20 bus stops in South Korea, giving busy commuters the opportunity to do their grocery shopping 'on the go.'

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