Tesco has launched the UK’s first virtual supermarket at Gatwick Airport in the hope bored holidaymakers waiting for their flights will want to order a delivery for when they return.
Tesco says the facility builds on its launch of a virtual store in South Korea, which allows commuters to shop in subways and at bus stops by pointing their mobile phones at billboards.
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Now, Tesco has set up 10 screens in Gatwick Airport’s departure lounge as part of a two-week trial.
Travellers can avoid returning home to an empty fridge by scanning images of products like milk, bread and cheese with their smartphones, and arranging a home delivery.
“We got a lot of interest in our Korean sites and it went viral,” says Tesco’s internet retailing director Ken Towle.
“We wanted to see if customers would use this, with a view to launching at more airports.”
Virtual stores appear to be gaining pace, so perhaps there’s an opportunity to introduce the concept to Australian consumers.