Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
Site Menu
More
User Menu
More
Mention Me
ProSKU
Beetle
IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

You are in: > Home > Magazine > Magazine Articles

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

Virtual Tesco at Gatwick

Linked InTwitterFacebookeCard
Tesco kicked off the holiday season with a two week trial at Gatwick Airport of virtual grocery shops. The ten, vending machine-sized screens dotted around the North terminal operated from 6 to 19 August with the aim of getting consumers to shop via mobile before they jetted off on holiday so that they “don’t come home to an empty fridge”.

Using giant touchscreen technology, they featured 80 of the most popular items found in the grocery section of tesco.com. The 80 items were grouped into four screens of refrigerated items and four of store cupboard items. Each item had a bar code and shoppers simply fired up the Tesco grocery app on their smartphone and scan to create a shopping list that they could then arrange to be delivered when they returned home. They could also get access to the other 19,920 grocery items on tesco.com through the phone app if they couldn’t find what they wanted on the virtual shop.

Staff were on hand to explain how it worked, to talk shoppers through how to download the app and sign up to Tesco.com – if they aren’t already using it – and even a couple of iPads to let customers sign up there and then.

The plan, says Tesco, is to give consumers yet another easy way to access the retailer’s goods and to get more people to download the app, use it and see how great online grocery shopping can be. The retailer also admits that it’s something of an experiment, believing that sometimes the only way to see if these things work is to try them.

The retailer also sees it as a way of linking the real world of shopping with mobile commerce, to encourage more people to use m-retail. It also taps into the massive growth the company is seeing in m-retail. Currently, 16% of all online shopping at Tesco involves a smartphone at some stage, with half of these being shopping sprees that take place entirely on the phone. And this is growing in line with smartphone penetration growth, which currently, in the UK, stands at 50%.

Tesco’s Internet Retailing Director, Ken Towle, said at the launch in the North terminal: “Our business in Korea is teaching us a lot about how customers and technology are transforming shopping. It gives us a unique window into the future and the chance to try out exciting new concepts. The virtual store blends clicks and bricks, bringing together our love of browsing with the convenience of online. It’s a chance to showcase what we can do to the 30,000 people a day who will depart from Gatwick’s North Terminal, many of whom will have a genuine need to fill their fridges when they get home, and we’re looking forward to hearing what they think.”
Linked InTwitterFacebookeCard
Featured In
InternetRetailing - September 2012, Volume 6, Issue 6

InternetRetailing - September 2012, Volume 6, Issue 6

Featured In
InternetRetailing - September 2012, Volume 6, Issue 6

InternetRetailing - September 2012, Volume 6, Issue 6

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter